Brand Building Model
Brand Building Model
Brand Building Model
3. Response
Judgement Feelings
What about you?
2. Meaning
Performance Imagery
What are you?
1. Identity
Salience
Who are you?
Subdimensions of brand building model
Loyalty
Attachment
Community
Engagement
Quality Warmth,Fun
Credibility Excitement
Consideration Security
Superiority Social approval, Self-respect
Primary charateristics & User profiles
Secondary features Purchase & usage situations
Product reliability Personality & values
Durability & servicability History, heritage
Service effectiveness & Experiences
Efficiency & empathy
Style & design, Price
Category identification
Need satisfied
Brand building blocks
• Salience
• Performance
• Imagery
• Judgement
• Feelings
• Resonance
Brand salience
What basic function does the brand provide to
customers?
• Breadth & depth of awareness
• Product category structure
Breadth & depth of awareness (eg Tropicana)
• At the most basic level, its necessary that consumers
recognise the Tropicana brand when it is presented or
exposed to them
• Beyond that, consumers should think of Tropicana
whenever they think of orange juice, particularly when they
are thinking of purchase in that category
• Additionally, consumers ideally would think of Tropicana
whenever they were deciding which type of beverage to
drink, specially when seeking a “tasty but healthy” beverage
– some of the needs presumably satisfied by orange juice
Thus , consumers must think of Tropicana in terms of
satisfying a certain set of needs whenever those needs arise.
Product category structure (beverages)
Beverages
Water Flavour
Alcoholic
Nonalcoholic
resonance
Consumer Consumer POSITIVE,
ACCESSIBLE,
Judgements Feelings REACTIONS
• Brand performance: Often necessary to first link primary characteristics & related features
before attempting to link additional, more peripheral associations
• Brand imagery: Often begins with fairly concrete initial articulation of user & user
imagery that, over time, leads to broader, more abstract brand associations of personality,
value, history, heritage, & experience
• Brand judgment: Usually begin with positive quality & credibility perceptions that can
lead to brand consideration & then perhaps assessment of brand superiority
• Brand feelings: Usually start with either experiential ones (i.e, warmth, fun, excitement) or
inward ones (i.e., security, social approval, self-respect)