QIC - Learning Models - Brand Involvement Levels

Four Levels of Brand Involvement

Four levels of brand involvement must be described in detail to understand how a brand can succeed in the market.

Relevance How is your brand understood to "fit" with consumers' needs, tastes and values?

Differentiation How do consumers compare your brand to alternatives they have in the marketplace? What distinguishes it?

Preference What are the important points of competitive superiority for your brand -- advantages the consumer really cares about?

Commitment How does the imagery of your brand broaden consumer connection to a level of shared values and a sense of "kinship"?

Relevance	How is your brand understood to "fit" with consumers' needs, tastes and values?
Differentiation	How do consumers compare your brand to alternatives they have in the marketplace? What distinguishes it?
Preference	What are the important points of competitive superiority for your brand -- advantages the consumer really cares about?
Commitment	How does the imagery of your brand broaden consumer connection to a level of shared values and a sense of "kinship"?

Exploring how consumers feel about your brand and your competitors' brands will lead to systematic qualitative analyses of how they are drawn into your franchise through four levels of brand involvement. Results from this area of learning are key to growing your franchise and solidifying relationships with current customers.