Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 40 views

    Brand Management Lesson 3

    Uploaded by

    Jhagantini Palanivelu
    This document discusses brand resonance and the brand value chain. It defines brand resonance as the relationship a consumer has with a product and how well they can relate to it. The brand value chain consists of 4 steps: 1) identification of the brand with a product class or benefit, 2) establishing total brand meaning, 3) eliciting proper customer responses, and 4) converting responses to create intense loyalty. The 6 stages in the customer-based brand equity pyramid that build resonance are: brand salience, brand performance, brand imagery, brand judgements, brand feelings, and brand resonance as the ultimate goal of a strong psychological bond with customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Brand Management Lesson 3

    Uploaded by

    Jhagantini Palanivelu
    40 views13 pages
    This document discusses brand resonance and the brand value chain. It defines brand resonance as the relationship a consumer has with a product and how well they can relate to it. The brand value chain consists of 4 steps: 1) identification of the brand with a product class or benefit, 2) establishing total brand meaning, 3) eliciting proper customer responses, and 4) converting responses to create intense loyalty. The 6 stages in the customer-based brand equity pyramid that build resonance are: brand salience, brand performance, brand imagery, brand judgements, brand feelings, and brand resonance as the ultimate goal of a strong psychological bond with customers.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses brand resonance and the brand value chain. It defines brand resonance as the relationship a consumer has with a product and how well they can relate to it. The brand value chain consists of 4 steps: 1) identification of the brand with a product class or benefit, 2) establishing total brand meaning, 3) eliciting proper customer responses, and 4) converting responses to create intense loyalty. The 6 stages in the customer-based brand equity pyramid that build resonance are: brand salience, brand performance, brand imagery, brand judgements, brand feelings, and brand resonance as the ultimate goal of a strong psychological bond with customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    40 views13 pages

    Brand Management Lesson 3

    Uploaded by

    Jhagantini Palanivelu
    This document discusses brand resonance and the brand value chain. It defines brand resonance as the relationship a consumer has with a product and how well they can relate to it. The brand value chain consists of 4 steps: 1) identification of the brand with a product class or benefit, 2) establishing total brand meaning, 3) eliciting proper customer responses, and 4) converting responses to create intense loyalty. The 6 stages in the customer-based brand equity pyramid that build resonance are: brand salience, brand performance, brand imagery, brand judgements, brand feelings, and brand resonance as the ultimate goal of a strong psychological bond with customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    Updated 201701

    BRAND
    MANAGEMENT
    (BBCT 3033)
    LESSON 3
    BRAND RESONANCE
    Learning Objectives
    1. Define brand resonance
    2. Describe the steps in building brand resonance
    3. Define the brand value chain
    4. Identify the stages in the brand value chain
    5. Contrast brand equity and customer equity
    Building A Strong Brand:
    The Four Steps of Brand Building
    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.

    Firmly establish the totality of brand meaning in the minds of customers by


    strategically linking a host of tangible and intangible brand associations.

    Elicit the proper customer responses to the brand.

    Convert brand responses to create brand resonance and an intense, active loyalty
    relationship between customers and the brand.
    Brand resonance

    Brand resonance - refers to the relationship that a consumer has with the
    product and how well he can relate to it.
    Customer-Based Brand Equity Pyramid
    Brand Salience
    Brand Salience: The brand salience means, how well the customer is informed
    about the product and how often it is evoked under the purchase situations?

    The marketer should not only focus on just creating the awareness about the
    product but also includes the ease with which the customers can remember the
    brand and the ability to recall it under the different purchase situations.

    MBA/HRM/LESSON1
    | page no 6
    Brand Performance

    Brand Performance: The Brand performance means, how well the functional
    needs of customers are met?

    At this level of the pyramid, the marketers check the way in which product is
    performing and how efficiently it is fulfilling the needs of the customers.
    Brand Imagery
    Brand Imagery: The Brand Imagery means, what product image the customer
    create in their minds?

    This aspect deals with the customer’s psychology or the feelings that how they
    relate to the product in terms of their social needs.
    Brand Judgements
    Brand Judgements: The Brand Judgement means, What customer decides with
    respect to the product?

    The customers make the judgment about the product by consolidating his
    several performances and the imagery associations with the brand.

    On the basis of these, the final judgment is made about the product in terms of
    its Perceived Quality, Credibility, Consideration, and Superiority.
    Brand Feelings
    Brand Feelings: The Brand feelings means, what customers feel, for the product
    or how the customer is emotionally attached to the product?

    The consumer can develop emotions towards the brand in terms of fun, security,
    self-respect, social approval, etc.
    Brand Resonance
    Brand Resonance: The Brand Resonance means, what psychological bond, the
    customer has created with the brand?

    This is the ultimate level of the pyramid, where every company tries to reach.

    Here the focus is on building the strong relationship with the customer thereby
    ensuring the repeated purchases and creating the brand loyalty.
    Brand Building Implications

    Customers own the brand


    Don’t take shortcuts with brands
    Brands should have a duality
    Brands should have richness
    Brand resonance provides important focus
    Sub-dimensions of Brand Building Blocks

    You might also like