4: Brand Resonance Flashcards
4 Steps of Brand Building
- 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.
- Firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations.
- Elicit the proper customer responses to the brand.
- Convert brand responses to create brand resonance and an intense, active loyalty relationship between customers and the brand
What are the 4 stages of brand development (bottom-up of the pyramid)
- Identity : Who are you?
- Meaning: What are you?
- Response: What about you?
- Relationships: what about you and me?
Resonance Pyramid: Salience objective (bottom)
deep, broad brand awareness
Resonance Pyramid: Performance and Imagery objective (2nd row from bottom)
Points of Parity and difference
resonance pyramid: judgments and feelings objective (3rd row from bottom)
positive, accessible reactions
resonance pyramid: resonance objective (top row)
intense, active loyalty
Achieving the right brand identity means creating ___________ with customers
brand salience
brand salience
- Measures various aspects of the awareness of the brand
- How easily and often the brand is evoked under various situations or circumstances
describe breadth and depth of awareness (ie how does it give a product an identity)
Gives a product an identity by linking brand elements to:
* The product category
* The associated purchase
* The consumption or usage situations
product category structure
- How product categories are organized in memory
- Marketers assume that products are grouped
strategic implications of 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
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
describe what kinds of attributes and benefits often underlie brand performance
- Primary ingredients and supplementary features
- Product liability, durability, and serviceability
- Service effectiveness, efficiency, and empathy
- Style and design
- Price
brand imagery depends on the _____ properties of a product or service
extrinsic
what are the four main kinds of intangibles that can be linked to a brand
- User profiles
- Purchase and usage situations
- Personality and values
- History, heritage, and user experiences
user imagery (what kinds of demographic factors)
One set of brand imagery associations is about the type of person or organization who uses the brand
* Demographic factors include:
* Gender
* Age
* Race
* Income
purchase and usage imagery
Associations that tells consumers under what conditions or situations they can or should buy and use
a brand
brand 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, for example
5 dimensions of brand personality (Aaker’s big 5)
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
describe the brand history, heritage, and experiences of brand imagery
- Brands may take on associations to their past
- Certain noteworthy events in the brand’s history
brand judgments
- Customers’ personal opinions about and evaluations of a brand:
- Consumers form judgments by putting together all the different brand performance and imagery associations
brand quality
- Defined by specific attributes and benefits of a brand
- Consumers can hold a host of attitudes toward a brand:
- **But the most important relate to its perceived quality
- **Perceived quality measures are inherent in many approaches to brand equity
brand credibility
- Judgments about the company or organization behind the brand:
- Often defined by:
- **Perceived expertise
- **Trustworthiness
- **Likability
brand considerations
- Unless a consumer gives serious consideration to purchase, how highly they regard the brand is of little importance
- Depends on the extent to which strong and favorable brand associations can be created
brand considerations
- Unless a consumer gives serious consideration to purchase, how highly they regard the brand is of little importance
- Depends on the extent to which strong and favorable brand associations can be created
brand superiority
Measures extent to which customers view the brand as unique:
* And better than other brands
brand feelings
Customers’ emotional responses and reactions to a brand
brand feelings relate to the ________ evoked by the brand
social currency
brand feelings can be : (one increases intensity, the other kind increases gravity)
- Experiential and immediate, increasing in level of intensity
- Private and enduring, increasing in level of gravity
six important types of brand-building feelings
- Warmth
- Fun
- Excitement
- Security
- Social approval
- Self-respect
what is brand resonance generally
ultimate relationship of identification that a customer has with a brand
brand resonance characteristics
- 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
four categories of brand resonance
- Behavioral loyalty
- Attitudinal attachment
- Sense of community
- Active engagement
behavioural 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 in brand resonance
- 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 of brand resonance
- Perhaps the strongest affirmation of brand loyalty
- Willing to invest time, energy, money, or other resources beyond those expended
during purchase or consumption
how can marekters assess their brand’s progress in their brand-building efforts through the brand resonance model (things to think about)
- Customers own the brand
- Don’t take shortcuts with brands
- Brands should have a duality
- Brands should have richness
- Brand resonance provides important focus
- Customer networks strengthen brand
resonance
brand value chain
Assessing the sources and outcomes
of brand equity and the manner by
which marketing activities create
brand value`
what are the 4 stages of the brand value chain
- marketing program investment
- customer mind-set
- market performance
- shareholder value
multipliers of brand value chian
- program quality multiplier
- marketplace conditions multiplier
- investor sentiment multiplier
marketing program investment
- Any marketing program investment that can contribute to brand value development:
- Intentional or not
quality multiplier
D R I V E:
* Distinctiveness
* Relevance
* Integrated
* Value
* Excellence
customer mind-set
Includes everything that exists in the minds of
customers with respect to brand:
* Brand awareness
* Brand associations
* Brand attitudes
* Brand attachment
* Brand activity
marketplace conditions multiplier
- Extent to which value created depends on factors beyond the individual customer:
** Competitive superiority
** Channel and other intermediary support
** Customer size and profile
components of market performance in the brand value chain
- Price premiums
- Price elasticities
- Market share
- Brand expansion
- Cost structure; reduced marketing program expenditures
- Brand profitability
investor sentiment multiplier
Financial analysts and investors arrive at their brand valuations and investment
decisions through the following:
* Market dynamics
* Growth potential
* Risk profile
* Brand contribution
shareholder value
- Financial marketplace formulates opinions and assessments
- Direct financial implications for brand value
brand value chain has numerous implications
- Value creation begins with the marketing program investment
- Value creation requires more than an initial marketing investment
- Band value chain provides a detailed road map for tracking value creation
