3: Brand Resonance Flashcards
What is brand resonance?
The ultimate relationship and level of identification that the customer has with the brand.
• Brand resonance describes the nature of this relationship and the extent to which customers feel that they are in sync with the brand.
What is the brand resonance pyramid/six sub-dimensions of brand building blocks?
- Salience (bottom)
- Brand Performance & imagery
- Brand Judgement and feelings
- Brand resonance(top)
What are four stages of brand building?
- Identity -Ensure identification of the brand with customers and an association of the brand in customers’ minds with a specific product class, product benefit, or customer need.
- Meaning -Firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations.
- Response - Elicit the proper customer responses to the brand.
- Relationships –Convert brand responses to create brand resonance and an intense, active loyalty relationship between customers and the brand.
What is brand salience?
– Measures various aspects of the awareness of the
brand
– How easily and often the brand is evoked under
various situations or circumstances
What is brand performance?
Describes how well the product or service:
– Meets customers’ more functional needs
– Rate on objective assessments of quality
– Satisfies utilitarian, aesthetic, and economic customer needs and wants in the product or service category
What is brand imagery?
A main type of brand meaning is brand imagery.
• Brand imagery depends on the extrinsic properties of a product or service
What can be link to a brand?
– User profiles
– Purchase and usage situations
– Personality and values
– History, heritage, and user experiences
What are the 5 brand personality?
- Sincerity (down-to-earth, honest, wholesome, cheerful)
- Excitement (daring, spirited, imaginative, up-to-date)
- Competence (reliable, intelligent, successful)
- Sophistication (upper class, charming)
- Ruggedness (outdoorsy and tough)
What is brand judgement?
Customers’ personal opinions about and evaluations
of a brand:
– Consumers form judgments by putting together all the different brand performance and imagery associations
What are the 4 components of brand judgement?
- Brand quality
- Brand credibility
- Brand considerations
- Brand superiority
What is brand feeling?
Customers’ emotional responses and reactions to a
brand
What are the 6 types of brand-building feelings?
- warmth
- fun
- excitement
- security
- social approval
- self-respect
What is brand resonance?
• Ultimate relationship and level of identification that a
customer has with a brand:
– Describes the nature of the relationship
– Extent to which customers feel in sync with the brand
– Characterized in terms of intensity:
▪ Depth of the psychological bond that customers have
with a brand
What are the 4 categories of brand resonance?
- Behavioral loyalty
- Attitudinal attachment
- Sense of community
- Active engagement
Explain each type of categories for brand resonance.
• Behavioral loyalty:
– Repeat purchases and the amount or share of
category volume attributed to the brand:
▪ Share of category requirements
• Attitudinal attachment:
– Resonance requires a strong personal attachment
– Going beyond having a positive attitude:
▪ Viewing the brand as something special
• Sense of community:
– Brand may take on a broader meaning by conveying a sense of community
– Social phenomenon in which customers feel a kinship or affiliation with others associated with the brand
• Active engagement:
– Perhaps the strongest affirmation of brand loyalty
– Willing to invest time, energy, money, or other
resources beyond those expended during purchase or
consumption
How to create brand salience?
Achieving the right brand identity means creating brand salience with customers
What is breadth and depth of awareness? (brand salience)
– Gives a product an identity by linking brand elements to:
▪ The product category
▪ The associated purchase
▪ The consumption or usage situations
What is product category structure? (brand salience)
• Product category structure:
– How product categories are organized in memory
– Marketers assume that products are grouped
What is the strategic implication for brand salience?
– Brand needs to be top-of-mind and have sufficient
mind share:
▪ But also must do so at the right times and places
What are the attributes and benefits that often underlie brand performance?
– Primary ingredients and supplementary features
– Product reliability, durability, and serviceability –
consistency of performance
– Service effectiveness, efficiency, and empathy- how
well it satisfies customer requirements
– Style and design
– Price
What is personality and values?
– Through consumer experience or marketing activities, brands may take on personality traits or human values:
▪ A person
▪ Appear to be modern or old-fashioned,
