Both consumer and business customers are strongly motivated by cognitive factors like quality, value and price, and by emotional factors like trust, confidence and fear, when they make decisions. These two categories make up the head and heart motivators that attract customers to a brand and keep them loyal over time. Thorough knowledge of the psychology of these two factors and how they interact to build and maintain relationships make up the foundation of Hansa’s Brand Equity practice.
Using our unique approach grounded in human psychology research, Hansa helps clients develop distinct brands that yield business results. We address critical brand issues including performance, strength and differentiation to help marketing executives make sound business decisions about the future of their brand. We also explore the drivers of customer selection and the motivators for employees to live the brand as essential elements of successful branding.