3: Brand Resonance

Question 1

What is brand resonance?

Answer 1

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.

Question 2

What is the brand resonance pyramid/six sub-dimensions of brand building blocks?

Answer 2

1. Salience (bottom)
2. Brand Performance & imagery
3. Brand Judgement and feelings
4. Brand resonance(top)

Question 3

What are four stages of brand building?

Answer 3

1. 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.
2. Meaning -Firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations.
3. Response - Elicit the proper customer responses to the brand.
4. Relationships –Convert brand responses to create brand resonance and an intense, active loyalty relationship between customers and the brand.

Question 4

What is brand salience?

Answer 4

– Measures various aspects of the awareness of the
brand
– How easily and often the brand is evoked under
various situations or circumstances

Question 5

What is brand performance?

Answer 5

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

Question 6

What is brand imagery?

Answer 6

A main type of brand meaning is brand imagery.

• Brand imagery depends on the extrinsic properties of a product or service

Question 7

What can be link to a brand?

Answer 7

– User profiles
– Purchase and usage situations
– Personality and values
– History, heritage, and user experiences

Question 8

What are the 5 brand personality?

Answer 8

1. Sincerity (down-to-earth, honest, wholesome, cheerful)
2. Excitement (daring, spirited, imaginative, up-to-date)
3. Competence (reliable, intelligent, successful)
4. Sophistication (upper class, charming)
5. Ruggedness (outdoorsy and tough)

Question 9

What is brand judgement?

Answer 9

Customers’ personal opinions about and evaluations
of a brand:
– Consumers form judgments by putting together all the different brand performance and imagery associations

Question 10

What are the 4 components of brand judgement?

Answer 10

• Brand quality
• Brand credibility
• Brand considerations
• Brand superiority

Question 11

What is brand feeling?

Answer 11

Customers’ emotional responses and reactions to a

brand

Question 12

What are the 6 types of brand-building feelings?

Answer 12

• warmth
• fun
• excitement
• security
• social approval
• self-respect

Question 13

What is brand resonance?

Answer 13

• 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

Question 14

What are the 4 categories of brand resonance?

Answer 14

1. Behavioral loyalty
2. Attitudinal attachment
3. Sense of community
4. Active engagement

Question 15

Explain each type of categories for brand resonance.

Answer 15

• 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

Question 16

How to create brand salience?

Answer 16

Achieving the right brand identity means creating brand salience with customers

Question 17

What is breadth and depth of awareness? (brand salience)

Answer 17

– Gives a product an identity by linking brand elements to:
▪ The product category
▪ The associated purchase
▪ The consumption or usage situations

Question 18

What is product category structure? (brand salience)

Answer 18

• Product category structure:
– How product categories are organized in memory
– Marketers assume that products are grouped

Question 19

What is the strategic implication for brand salience?

Answer 19

– Brand needs to be top-of-mind and have sufficient
mind share:
▪ But also must do so at the right times and places

Question 20

What are the attributes and benefits that often underlie brand performance?

Answer 20

– 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

Question 21

What is personality and values?

Answer 21

– Through consumer experience or marketing activities, brands may take on personality traits or human values:
▪ A person
▪ Appear to be modern or old-fashioned,