ʻO nā māka hea i kiʻekiʻe i ka huakaʻi huakaʻi?

Hoʻonui ka manaʻo o nā mea kūʻai aku i kēlā me kēia makahiki ma ka awelika e 25%. ʻO wai nā mokulele, nā hōkele, nā hui hoʻolimalima kaʻa, a me nā ʻoihana kāleka hōʻaiʻē kiʻekiʻe ma ka pālākiō aloha?

"Ua lilo ka hilinaʻi i mea hoʻopili i waena o nā māka a me ke kūpaʻa," wahi a Robert Passikoff, Pelekikena o Brand Keys, ka ʻoihana nāna i alakaʻi i ka noiʻi.

"ʻO nā mea i manaʻo ʻia no ka hilinaʻi ma luna o nā huahana / lawelawe waeʻano a me nā māka i ka awelika o 250 +% makahiki ma luna o ka makahiki. I kēia manawa, ua hōʻea nā hopohopo o nā mea kūʻai aku e pili ana i ka pilikino, palekana, a me ka transparency brand i kahi kiko. "

ʻĀpana Huakaʻi Nā mīkini hana kūpaʻa

ʻO nā mea kūʻai aku ʻelima kiʻekiʻe i helu nui ʻia i ka hoʻokumu ʻana i ka pilina a me ke kūpaʻa i nā mahele huakaʻi ʻo:

Airlines

1. JetBlue
2. Delta
3. WestJet
4. Air Canada
5. American

Car Rental

1. nānaina
2. hana
3. Hertz
4. Bedroom
5. National

Luxury Hotels

1. ʻO Ritz Carlton
2. Eha mau kau
3. JW Ala Moana
4. Nā Loopue
5. Fairmont

Nā Hōkele Upscale

1. Kimtona
2. Omanai
3. Ala Moana
4. ʻO Embassy Suites
5. Hyatt

Nā Hōkele ʻo Midscale

1. ʻO Wingate
2. Kahuaʻi
3. Fairfield Inn
4. ʻO Hampton Inn
5. La Quinta

Nā Hōkele Waiwai

1. ʻO Wyndham Microtel
2. ʻO Days Inn
3. ʻO ka Inn Waiwai maikaʻi ʻo ʻAmelika
4. ʻO Howard Johnson Express
5. Super 8

Huakaʻi Pūnaewele

1. Pukapuka
2. Hua'ōlelo Kōkua
3. Huakaʻi Yahoo
4. Expedia
5. Priceline

Kaʻa-Kaʻa

1. Lyft
2. Uber
3. Loaʻa
4. Juno
5. ʻĀpio Kai

Nā mana kiʻekiʻe 10 e ʻike i ka mea huna o ke aloha kūpaʻa

"ʻO nā mana e ʻimi nei i nā loaʻa kālā hoʻohiki, ʻaʻole hiki ke hana ʻoi aku ka maikaʻi ma mua o nā mea kūʻai kūpaʻa," i ʻōlelo ʻo Passikoff. Ua ʻike ʻo 2019 CLEI i kēia makahiki he 10 mau momi # 1 i kā lākou mau papa, kekahi mai ka manawa i hoʻokumu ʻia ai ka mahele. "ʻO nā māka aʻe nā hōkū perennial."

Kāleka Discover - Kāleka Kāleka: 23 mau makahiki

Avis - Hoʻolimalima Kaʻa: 20 mau makahiki

Google - ʻenekini huli: 19 mau makahiki

Domino's - Pisa: 15 mau makahiki

Dunkin '- Kope Kaho waho: 13 makahiki

Konica Minolta - MFP Office Copiers: 12 mau makahiki

Hyundai - Nā kaʻa: 10 makahiki

Pūnaewele AT&T - Pūnaewele ʻole: 10 mau makahiki

Amazon.com - Mea kūʻai aku pūnaewele: 10 mau makahiki

Amazon Kindle - E-Reader: 9 mau makahiki

Nā Manaolana o ka Hālāwai + Trust Trust + Hoʻohui Emotional = Kūpono Mau loa

"I kēia lā, ʻo ke kūpaʻa kahi fusion o ka hoʻopili i ka naʻau, ka hilinaʻi, a me ka hiki i kahi māka e komo; e hālāwai a ʻoi aku paha i nā mea i hoʻopaʻa ʻia e nā mea kūʻai no kā lākou huahana Ideal a i ʻole ka lawelawe. ʻO nā māka ma luna o nā papa inoa o kēia makahiki ʻike ʻia, "wahi a Passikoff. "ʻO ka mea nui ʻike lākou pehea."

Nā Laina Lalo ʻOihana Lagoalty

"ʻO ka poʻe kālepa e hilinaʻi nei i ka wehewehe o ka" kūpaʻa "a me ka" hoʻopili ʻana "ma ke ʻano he mea a lākou e ʻike ai ke hopena i ka hoʻohoka ʻia o kā lākou mau inoa," wahi a Passikoff. "ʻAʻole kūpaʻa ka hoʻomaopopo ʻana i ka brand; ʻoluʻolu ʻaʻole kūpaʻa; ʻaʻole kūpaʻa ka leʻaleʻa. ”

I ka makahiki 2019, a no ka wā e hiki mai ana, ʻekolu mau ʻike kālā paʻa o ke kūpaʻa a me ka hoʻopili ʻana e hoʻomanaʻo ai nā mea kālepa.

- He 9 a 11 mau manawa ke kumu kūʻai hou aʻe e hoʻolimalima i kahi mea kūʻai aku hou ma mua o ka mālama ʻana i kahi e kū nei.

- Hoʻonui i ka kūpaʻa o 7% wale nō i hiki ke hāpai i nā loaʻa kālā o ke ola āpau ma kahi o 85%.

- Kaukaʻi ʻia i ka ʻāpana, kahi hoʻonui o ke kūpaʻa o 3% wale nō ka mea like me kahi polokalamu hoʻemi hoʻemi uku ma waena o ka papa.

Hiki ke loaʻa kahi papa inoa piha o ka kūpaʻa a me ka lanakila o ka CLEI 2019 maanei.

“Hoʻoholo hoʻoholo i e lilo i mea hoʻonui i ka naʻau i loko o nā makahiki he XNUMX i hala iho nei, "wahi a Passikoff. "Akā ʻo ka hoʻohui o ka hoʻonui ʻia o nā mea i manaʻo ʻia no ka hilinaʻi ʻana i ka brand ua hoʻololi maoli i ka ʻāina mahele. ʻAʻole 'ʻoihana e like me ka maʻamau' a i ʻole 'ʻoi aku ka ʻoihana pūnaewele' e ʻoki iā ia i loko o kēia brandcape hou. Pono nā māka e hoʻoneʻe i ke kūpaʻa ma luna o kā lākou papa inoa hana. "

Ke Koʻikoʻo

No ka nānā ʻana ma ka CLEI 2019, 51,673 mau mea kūʻai, 16 a 65 mau makahiki mai ka ʻeiwa mau Census Regions, nā wae ponoʻī i wae ʻia ma laila lākou nā mea kūʻai aku a me nā māka no lākou nā mea kūʻai aku. Ua nīnauele ʻia he kanahākūmālima (45%) pakeneka e ke kelepona, he kanahākūmālima (45%) pakeneka ma o nā nīnauele alo he alo (e hoʻopili i nā ʻohana kelepona wale nō), a he 10% i nīnauele ʻia ma ka pūnaewele.

Hoʻohana ka Brand Keys i kahi hana noiʻi noiʻi kūʻokoʻa i hōʻoia ʻia e hoʻohui i nā ʻuhane a me nā noʻonoʻo o nā waeʻano, e kuhikuhi ana i ʻehā mau hoʻokele hoʻokele no ke kaʻina kikoʻī Ideal, a kuhikuhi i nā waiwai i hana i nā ʻāpana o kela a me keia Keaukaha, a me kā lākou pākēneka-kōkua i ke komo, kūpaʻa, a me ka loaʻa pono.

Kuhi kēia mau loiloi i nā kuhikuhi o ka lawena mea kūʻai aku, e hōʻike ana i kēlā mau hana 12 a 18 mau mahina imua o ʻike ʻia lākou i ka ʻimi ʻana i ka inoa kuʻuna a i ʻole nā ​​pūʻulu manaʻo. ʻO kahi ʻimi noiʻi ʻo Brand Keys, kahi hui o ka nīnau psychological a me nā helu helu helu, loaʻa kahi hōʻoia / hōʻoia hou o 0.93, a hana i nā hopena i ʻike ʻia ma ka pae hilinaʻi 95%. Ua hoʻohana maikaʻi ʻia i nā mahele B2B a me B2C ma 35 mau ʻāina.