Brand Resonance Model chapter 3 part #2

Question 1

Four steps for building brand

Answer 1

1. Identify
2. Meaning
3. Response
4. Relationship

Question 2

The Four Steps of Brand Building

Answer 2

1) Ensure identification of the brand and association in the customers’ minds with a product class, benefit or need
2) Establish the totality of brand meaning by linking tangible and intangible brand associations
3) Elicit the proper responses to the brand
4) Convert responses intense relationships

Question 3

Refers to a strong personal attachment to the brand (i.e. Someone LOVES the brand)

Answer 3

Attitudinal Attachment

Question 4

Dependable; focuses on customer’s interests

Answer 4

Brand Trustworthiness