The Sutton Brand. Why is “Brand” Important? Consumers are most comfortable with, and are loyal...
-
Upload
martha-holmes -
Category
Documents
-
view
217 -
download
1
Transcript of The Sutton Brand. Why is “Brand” Important? Consumers are most comfortable with, and are loyal...
The Sutton Brand
Why is “Brand” Important?
Consumers are most comfortable with, and are loyal to, brands they know and trust
Recognized brands provide consumers with quality, innovation, service and professionalism
Brands provide consistency and convenience
Why build the Sutton brand?
The brand changes the relationship the realtor has with the consumer
The Sutton sales associate owns the Sutton brand with its many related products and services
To the consumer, Sutton sales associates are more than transaction facilitators, they are a significant resource
Brand benefits realtors
The brand changes dialogue from 3rd person (they) to 2nd person (we)
The Sutton sales associate is no longer merely a referral agent.
Becomes a key participant in the distribution channel
Brands represent clear value
At Sutton, that means Service, Innovation and Professionalism
Brands give a clear message
Sutton is the premier distribution channel of value-added real estate products and services
Brands differentiate offerings
Sutton provides innovative strategies to differentiate Sutton sales associates from the competition
More technology and marketing tools are offered to the individual Sutton realtor
Brands make a promise
The consumer knows that Sutton connects people to real estate through technology, information and professional service
Brands innovate
Sutton takes the lead in utilizing technology and leveraging its market presence for the benefit of the sales associate, as well as the consumer
Brands transcend channels The name is applicable to related services and
products
Examples: Sutton Mortgage Sutton Home Repair Program Sutton FoneCard Sutton MasterCard
Brands build loyalty
A positive experience with Sutton brand products and services brings customers back to the brand again and again
Brand power is expandable
The individual Sutton real estate associate shares in the benefits provided by Sutton’s reputation
Brand endures
Sutton: Success in Real Estate since 1983, with over 7700 sales associates across Canada
Brands are not equal
The strength of a brand is the result of the consumer’s satisfaction from their relationship with the brand
Sutton’s quality service, innovative technology and solid professionalism stands out amongst the competition
Brands don’t compete on price
Brand has a direct influence on the “price-perceived value” equation
Brand value increases the perceived value
Has a direct effect on increasing the price the consumer will pay for products and services
“Top of the Mind”
This is a marketing term
A brand name is at the top of the consumer’s mind when they think about a product category
The brand has earned a spot in the top of the mind because it has met or exceeded expectations
“Top of the Mind”
Our goal is to make Sutton the first brand that consumers think of for all their real estate related needs