CFB vs. non CFBConsumer franchise building (CFB) promotionsImplant ideas in a consumer’s mind about a brand’s unique advantagesor attributes to build an enduring consumer franchiseSource: Prentice 1977, 1983CFB Promotional ObjectivesCommunicate distinctive brand attributesDevelop and reinforce brand identityBuild long-term brand preferenceCFB Techniques (relevant rewards)E.g., samples, premiums, competitions, loyalty programs.

CFB vs. non CFBNon consumer franchise building (non-CFB) promotionsAccelerate the buying decision by reducing the price temporarily oradding extraneous valueSource: Prentice 1977, 1983Non-CFB Promotional ObjectivesAccelerate the purchase decision processGenerate an immediate sales increaseNon-CFB Techniques (money or non-differentiated which haveshortcomings)E.g., price-off deals, rebates or refunds。


Findings on CFB vs Non-CFBSuccessful brands follow CFB/non-CFB spendingpattern - reverse of pattern followed by unsuccessfulbrandsCFB have on average effect for 4 years and non-CFB <1 yearLoss of profit with overuse of non-CFB promotionsContinued use of non-CFB negates 4 year carry overeffect。

注：本栏目重在收集一些海外留学文书的题目，以便加加留学编辑深入了解海外教育方式与发展形势，从而拓展个人陈述、推荐信等文书的写作思路。