<< by Janet Driscoll Miller on November 12th, 2009
This was a great session featuring everything from crisis communication to overall brand monitoring and tips.
First up was Sean Jackson of Ecordia with a presentation entitled “Branding Through the Sales Funnel”. Sean started by defining brand management and how brand management can drive sales. Strong brands = efficient sales and costs because it makes it easier for customers to move through each stage of the sales funnel.
What is the sales funnel? There are essentially eight stages:
- category awareness
- brand awareness
- brand consideration
- brand preference
- purchase intent
- customer retention