Brand Resonance and The Brand Value Chain Flashcards
Measures various aspects of the awareness of the brand:
Brand Salience
measures how likely it is for a brand element to come to mind and the ease with which it does so
Depth of Brand Awareness
measures the range of purchase and usage situations in which the brand element comes to mind and depends to a large extent on the organization of brand and product knowledge in memory
The Breadth of Brand Awareness
Describes how well the brand is:
- Meets customers’ more functional needs
Brand Performance
Awareness + Equity =
Value
Awareness + Image =
Knowledge
Awareness + Association =
Equity
measures the consistency of performance over time and from purchase to purchase
Reliability
is the expected economic life of the product.
Durability
The ease of repairing the product if needed.
Serviceability
measures how well the brand satisfies customers’ service requirements.
Effectiveness
describes the speed and responsiveness of service.
Efficiency
is the extent to which service providers are seen as trusting, caring, and having the customer’s interests in mind
Empathy
a functional aspect in terms of how a product works that affects performance associations.
Style and Design
Consumers may organize their product category knowledge in terms of the price tiers of different brands.
Price
is the way your customers perceive your brand.
brand image
represents your product through visual appearance or any images you use.
brand imagery
Four main intangibles linked to a brand:
- User profiles
- Purchase and usage situations
- Personality and values
- History, heritage, and user experience
Through consumer experience or marketing activities, brands may take on personality traits.
Brand personality and values
Five dimensions of brand personality
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
down-to-earth, honest, wholesome, and cheerful
Sincerity
daring, spirited, imaginative, and up-to- date
Excitement
reliable, intelligent, successful
Competence
upper class and charming
Sophistication
outdoorsy and tough
Ruggedness
what customers think or feel about the brand
Brand Responses
customers’ personal opinions about and evaluations of the brand, which consumers form by putting together all the different brand performance and imagery associations
Brand Judgements
4 Types of Brand Judgements
- Quality
- Credibility
- Consideration
- Superiority
Specific attributes and benefits of the brand that help develop consumer attitudes toward the brand.
Quality
Extent to which customers see the brand as credible in terms of perceived:
Credibility
Competence, innovation, and ability to lead.
Expertise
Dependability and keeping customer interests in mind.
Trustworthiness
Fun, interesting, and worth spending time with
Likability
How personally relevant customers find the brand.
Consideration
Extent to which customers view the brand as unique and better than other brands.
Superiority
Customers’ emotional responses and reactions to the brand
Brand Feelings
Six Important Types of Brand-Building Feelings
- Warmth
- Fun
- Excitement
- Security
- Social Approval
- Self Respect
Soothing feelings that make consumers feel a sense of calm or peacefulness.
Warmth
Upbeat feelings that make consumers feel amused, lighthearted, joyous, playful, and cheerful.
Fun
Ability of the brand to make consumers feel energized and experience something special.
Excitement
Ability of a brand to produce a feeling of safety, comfort, and self-assurance
Security
Gives consumers a belief that others look favorably on their appearance and behavior.
Social Approval
Brand makes consumers feel better about themselves.
Self-Respect
Extent to which customers feel that they are in sync with the brand
BRAND RESONANCE
4 Categories of Brand Resonance
- Behavioral Loyalty
- Attitudinal Attachment
- Senses of Community
- Active Engagement
Repeat Purchases
Behavioral Loyalty
views as something special, beyond positive
Attitudinal Attachment
identification with community
Sense of community
willing to invest time, energy, money or other resources in the brand beyond purchase/consumption
Active Engagement
2 dimensions of the relationships consumers have with brands
- Intensity
- Activity
measures strength of the attitudinal attachment and sense of community
Intensity
tell us how frequently the consumer buys and uses the brand as well as engages in other activities not related to purchase and consumption
Activity
a structured approach to assessing the sources and outcomes of brand equity and the way marketing activities create brand value
Brand Value Chain
(Marketplace Conditions Multiplier)
Customer Mindset
(Investor Sentiment Multiplier)
Market Performance
stock price, price/earnings multiple, and overall market capitalization for the firm
Shareholder Value
