Topic 3: Brand Resonance

Question 1

What are the 4 steps of brand building?

Answer 1

IMRR
Identity: 
Meaning
Response
Relationship

Question 2

What are the 6 sub-dimension of Brand Building Blocks?

Answer 2

SPIJFR
Salience
Performance
Imagery
Judgement
Feeling
Resonance

Question 3

Define Brand Salience and the points.

Answer 3

It measures the breadth and width of brand awareness.

Breadth: Range of products and usage situations in which brand element comes to mind
Width: Ease in which brand elements can be recalled

Product category structure is how product category is organised in memory.

Strategic implication of Brand Salience is that Brand needs to be top-of-mind and have sufficient mind share

Question 4

Define Brand Performance

Answer 4

MRS
It describes how well the product and services
- Meet the customer functional needs
- Rate on objective assessment of quality
- Satisfy utilitarian,aesthetic and economic customer wants and needs in the product or services category.

PPPSS
Attributes and benefits in brand performance:
- Primary ingredients and supplementary features
- Price
- Product reliability, durability and serviceability
- Style and design
- Service effectiveness, efficiency and empathy

Question 5

Define Brand Imagery

Answer 5

HUPP
Many kinds of intangibles linked to brand
- History, heritage and user experience
- User Profile
- Personality and values (SECSR)
- Purchase and usage situations

Question 6

Define Brand Judgement

Answer 6

Brand credibility is often define by expertise, trustworthiness and likability

Question 7

Define 6 important types of brand-building feelings

Answer 7

FEWSSS

• Fun
• Excitement
• Warmth
• Security
• Social acceptance
• Self-respect

Question 8

Define Brand Resonance and the 4 categories of it

Answer 8

Brand Resonance is the ultimate relationship and the level of identification that a customer has with the brand
It describes the nature of the relationship and the extent where customers feel in sync with the brand

BAAS
4 categories of brand resonance
- Behavioral loyalty (repeated purchase)
- Active engagement (strongest brand loyalty)
- Attitudinal attachment (find brand special)
- Sense of community (feel affiliated with others associated with the brand)