BMC-05 · Brand model · WCRC Brand & Marketing Codex
Love-to-Loyalty Funnel
Where does affection fail to turn into repeat buying?
What it is
Follows the buyer from emotional attachment to advocacy and finds the stage where liking the brand stops turning into buying it again.
Built on the WCRC 50-parameter model · parameters used
- P2.2Net Promoter Score
- P2.3Brand love
- P2.4First-choice preference
- P2.5Purchase intent
- P2.6Loyalty and retention
- P2.8Organic advocacy
Components
- Love
- Preference
- Intent
- Loyalty
- Advocacy
- Conversion rate between stages
How it is scored
Stage conversion = next stage score ÷ current stage score. The weakest conversion is the priority fix.
Where and when to apply
- Buyers like the brand but repeat purchase is flat
- Subscription or direct-to-consumer brands losing customers
- Designing a loyalty programme
Simulation · what-if
If loyalty rises 5 points, the funnel score rises 1.0 and Brand Power 0.13. Where the drop from intent to loyalty is more than 5 points, fixing that one stage is worth more than adding new buyers at the top.
Indicative, all else unchanged. Your actual reading comes from a WCRC assessment.
What the client gets
Funnel with the weakest stage named and three fixes
Taught at WCRC School of Business
SCALE 100 · Certifications core · Brand & Marketing Strategy certificate
India lens
Add a family-approval stage between preference and purchase for household and big-ticket categories.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Love-to-Loyalty Funnel to work on your brand
WCRC runs the model on your own brand, benchmarked against five named competitors, from one primary assessment on the 50-parameter MegaBrands framework. You get the reading, the gaps and a plan your team can act on.
Or write to consulting@wcrcint.com