Commitment-Led Marketing: The Key to Brand Profits Is in the Customer's Mind Hardcover - 2001 - 1st Edition

First line

Our behaviour as human beings is often puzzling.

From the jacket flap

Some customers appear to be loyal because they habitually buy a product, but this does not mean to say they are committed to a product or service. When a new player comes into the market offering a competitive product at a cheaper price, they could easily defect from your brand, with the result that you lose market share.
As pioneers in the field of brand equity, Jannie Hofmeyr and Butch Rice have developed a tried-and-tested analytical tool - The Conversion Model - which enables you to segment users of a brand in a market by their commitment to staying with the brand, and non-users by their openness to adopting the brand. The in-depth diagnostic tools not only allow you to uncover drivers of customer commitment and openness to alternatives, they also point to actionable strategies aimed at growing your brand.
If you are a small brand, wanting to know the vulnerabilities of a 'giant' in your market, an understanding of commitment will help find that achillles heel, and develop strategies to gain market share at the giant's expense.
If you are a large strong brand, and you are wondering if a specific advertising theme is right for the future, an understanding of commitment will help you pinpoint what the focus of the advertising campaign should be, both in terms of tone, content and weight of the execution.
However you use the model - either by capitalizing on opportunity from specific competitors, or forestalling potential loss - it will help grow your brand's profits.