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MRKT 438 > 4: Brand Resonance > Flashcards

4: Brand Resonance Flashcards

1
Q

4 Steps of Brand Building

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

What are the 4 stages of brand development (bottom-up of the pyramid)

A
  1. Identity : Who are you?
  2. Meaning: What are you?
  3. Response: What about you?
  4. Relationships: what about you and me?
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3
Q

Resonance Pyramid: Salience objective (bottom)

A

deep, broad brand awareness

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4
Q

Resonance Pyramid: Performance and Imagery objective (2nd row from bottom)

A

Points of Parity and difference

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5
Q

resonance pyramid: judgments and feelings objective (3rd row from bottom)

A

positive, accessible reactions

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6
Q

resonance pyramid: resonance objective (top row)

A

intense, active loyalty

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7
Q

Achieving the right brand identity means creating ___________ with customers

A

brand salience

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8
Q

brand salience

A
  • Measures various aspects of the awareness of the brand
  • How easily and often the brand is evoked under various situations or circumstances
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9
Q

describe breadth and depth of awareness (ie how does it give a product an identity)

A

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

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10
Q

product category structure

A
  • How product categories are organized in memory
  • Marketers assume that products are grouped
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11
Q

strategic implications of brand salience

A
  • Brand needs to be top-of-mind and have sufficient mind share:
  • But also must do so at the right times and places
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12
Q

brand performance describes how well the product or service:

A
  • 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
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13
Q

describe what kinds of attributes and benefits often underlie brand performance

A
  • Primary ingredients and supplementary features
  • Product liability, durability, and serviceability
  • Service effectiveness, efficiency, and empathy
  • Style and design
  • Price
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14
Q

brand imagery depends on the _____ properties of a product or service

A

extrinsic

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15
Q

what are the four main kinds of intangibles that can be linked to a brand

A
  • User profiles
  • Purchase and usage situations
  • Personality and values
  • History, heritage, and user experiences
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16
Q

user imagery (what kinds of demographic factors)

A

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

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17
Q

purchase and usage imagery

A

Associations that tells consumers under what conditions or situations they can or should buy and use
a brand

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18
Q

brand personality and values

A

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

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19
Q

5 dimensions of brand personality (Aaker’s big 5)

A
  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness
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20
Q

describe the brand history, heritage, and experiences of brand imagery

A
  • Brands may take on associations to their past
  • Certain noteworthy events in the brand’s history
21
Q

brand judgments

A
  • Customers’ personal opinions about and evaluations of a brand:
  • Consumers form judgments by putting together all the different brand performance and imagery associations
22
Q

brand quality

A
  • 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
23
Q

brand credibility

A
  • Judgments about the company or organization behind the brand:
  • Often defined by:
  • **Perceived expertise
  • **Trustworthiness
  • **Likability
24
Q

brand considerations

A
  • 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
25
Q

brand considerations

A
  • 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
26
Q

brand superiority

A

Measures extent to which customers view the brand as unique:
* And better than other brands

27
Q

brand feelings

A

Customers’ emotional responses and reactions to a brand

28
Q

brand feelings relate to the ________ evoked by the brand

A

social currency

29
Q

brand feelings can be : (one increases intensity, the other kind increases gravity)

A
  • Experiential and immediate, increasing in level of intensity
  • Private and enduring, increasing in level of gravity
30
Q

six important types of brand-building feelings

A
  • Warmth
  • Fun
  • Excitement
  • Security
  • Social approval
  • Self-respect
31
Q

what is brand resonance generally

A

ultimate relationship of identification that a customer has with a brand

32
Q

brand resonance characteristics

A
  • 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
33
Q

four categories of brand resonance

A
  • Behavioral loyalty
  • Attitudinal attachment
  • Sense of community
  • Active engagement
34
Q

behavioural loyalty

A

Repeat purchases and the amount or share of category volume attributed to the brand:
* Share of category requirements

35
Q

attitudinal attachment

A
  • Resonance requires a strong personal attachment
  • Going beyond having a positive attitude:
    *** Viewing the brand as something special
36
Q

sense of community in brand resonance

A
  • 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
37
Q

active engagement of brand resonance

A
  • Perhaps the strongest affirmation of brand loyalty
  • Willing to invest time, energy, money, or other resources beyond those expended
    during purchase or consumption
38
Q

how can marekters assess their brand’s progress in their brand-building efforts through the brand resonance model (things to think about)

A
  • 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
39
Q

brand value chain

A

Assessing the sources and outcomes
of brand equity and the manner by
which marketing activities create
brand value`

40
Q

what are the 4 stages of the brand value chain

A
  1. marketing program investment
  2. customer mind-set
  3. market performance
  4. shareholder value
41
Q

multipliers of brand value chian

A
  1. program quality multiplier
  2. marketplace conditions multiplier
  3. investor sentiment multiplier
42
Q

marketing program investment

A
  • Any marketing program investment that can contribute to brand value development:
  • Intentional or not
43
Q

quality multiplier

A

D R I V E:
* Distinctiveness
* Relevance
* Integrated
* Value
* Excellence

44
Q

customer mind-set

A

Includes everything that exists in the minds of
customers with respect to brand:
* Brand awareness
* Brand associations
* Brand attitudes
* Brand attachment
* Brand activity

45
Q

marketplace conditions multiplier

A
  • Extent to which value created depends on factors beyond the individual customer:
    ** Competitive superiority
    ** Channel and other intermediary support
    ** Customer size and profile
46
Q

components of market performance in the brand value chain

A
  • Price premiums
  • Price elasticities
  • Market share
  • Brand expansion
  • Cost structure; reduced marketing program expenditures
  • Brand profitability
47
Q

investor sentiment multiplier

A

Financial analysts and investors arrive at their brand valuations and investment
decisions through the following:
* Market dynamics
* Growth potential
* Risk profile
* Brand contribution

48
Q

shareholder value

A
  • Financial marketplace formulates opinions and assessments
  • Direct financial implications for brand value
49
Q

brand value chain has numerous implications

A
  • 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

MRKT 438 (12 decks)

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