Brand Resonance and Brand Value Chain

Brand Resonance and
Brand Value Chain

Chapter 3
Brand Resonance Pyramid
4.4. RELATIONSHIPS
RELATIONSHIPS ==
RESONANCE What
Whatabout
aboutyou
youand
andme?
me?
3.3. RESPONSE
RESPONSE ==
JUDGMENTS FEELINGS
What
Whatabout
aboutyou?
you?
2.2. MEANING
MEANING ==
PERFORMANCE IMAGERY What
Whatare
areyou?
you?
1.1. IDENTITY
IDENTITY ==
SALIENCE
Who
Whoare
areyou?
you?
Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
WARMTH
QUALITY FUN
CREDIBILITY EXCITEMENT
CONSIDERATION SECURITY
SUPERIORITY SOCIAL APPROVAL
SELF-RESPECT
PRIMARY CHARACTERISTICS & USER PROFILES

SECONDARY FEATURES PURCHASE & USAGE
PRODUCT RELIABILITY, DURABILITY SITUATIONS
& SERVICEABILITY PERSONALITY &
SERVICE EFFECTIVENESS, VALUES
EFFICIENCY & EMPATHY HISTORY, HERITAGE
STYLE AND DESIGN & EXPERIENCES
PRICE
CATEGORY IDENTIFICATION
NEEDS SATISFIED
Resonance
• Intense Active Loyalty
•Apple Lifestyle & Communities
• Apple Collectors/ Aficionados
Judgments
• High Quality (Precision & Engineering) Feelings
• Innovation • Cutting Edge Technology • Social Status • Customer Satisfaction •
• Quality at the premium price Feeling Proud, Comfortable, Satisfied
• Product Centric
Performance
Imagery
• Greater Support for Multi Tasking
• Human Silhouette • White
•Smooth User Experience
• Exclusivity • Shell Shape • Translucent
• User Friendly • Speed Performance
Pearl White
• Unique Operating System • High Price
•Steve Jobs
• Serviceability • Long Lasting
Salience
APPLE – THINK DIFFERENT
Ipod, Macbook, Ipad, I Tunes
Brand Building Blocks
• Brand Salience
• Breadth & Depth of awareness
• Product Category Structure
• Historically, brand salience has been considered synonymous with the

brand being ‘top of mind’ (mentioned first) when the product category is
used to cue retrieval from memory. Brand salience reflects the quantity and
quality of the network of memory structures buyers’ hold about the brands.
Brand Salience
• The tendency of a brand to be thought of in a buying situation is
known as “brand salience”. Brand salience is “the propensity for a
brand to be noticed and/or thought of in buying situations” and
the higher the brand salience the higher it’s market penetration
and therefore its market share.
• Salience refers not to what customers think about brands but
to which ones they think about.
Brand Performance Dimensions
• Primary characteristics and supplementary features

• Product reliability, durability, and serviceability
• Service effectiveness, efficiency, and empathy
• Style and design
• Price
Imagery Dimensions
• User profiles
• Demographic and psychographic characteristics:
• Group perceptions—popularity: Ipod: If you don’t have one, you’re a loser
• Type of channel, specific stores, ease of purchase
• Time (day, week, month, year, etc.), location, and context of usage
• Personality and values

• Sincerity, excitement, competence, sophistication, and ruggedness
• History, heritage, and experiences

• Nostalgia
• Memories
Purchase and usage situations
Nostalgia/Memories
Examples Brand Personality  Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness
Examples Brand Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness
Judgment Dimensions
• Brand quality • Brand consideration

• Value
• Satisfaction • Relevance
• Brand credibility • Brand superiority
• Expertise
• Differentiation
• Trustworthiness
• Likeability
Feelings Dimensions
• Warmth
• Fun
• Excitement
• Security
• Social Approval
• Self-respect
Resonance Dimensions
• Behavioral loyalty
• Frequency and amount of repeat purchases
• Attitudinal attachment
• Love brand (favorite possessions; “a little pleasure”)
• Proud of brand
• Sense of community
• Kinship
• Affiliation
• Active engagement
• Seek information
• Join club
•2.23
Visit website, chat rooms
The Brand Value Chain
Value stages
• Marketing Program Investment

• Any marketing investment that can contribute to the value of the brand.
• Its success is enhances by the multipliers
• Clarity: How understandable is the program

• Relevance: How meaningful is the program
• Distinctiveness: How unique is the program
• Consistency: How cohesive or integrated is the program
Customer Mind-set
 Awareness: The extent to which customers recall and

recognize the brand.
 Associations: Strength, favourability and uniqueness
of perceived attributes of the brand
 Attitudes: Overall evaluations of the brand
 Attachments: Degree of loyalty customers feel
towards a brand
 Adherence
 Addiction
 Activity: Extent to which customers use the brand,
talk about it, seek out information, promotions and so
on
Customer Mind-Set
Awareness
Associations (Image)
Attitude (Intention; Acceptability)
Attachment(Loyalty; Addiction)
Activity (WOM)
28
Marketplace conditions multiplier
• Competitive superiority: how effective are the

marketing investments of competiting brands
• Channel and other intermediary support: how much
brand reinforcement and selling effort is being put
forth by the marketing partners
• Customer size and profile: what types of customers
are attracted to the brand
Market Performance
 Price Premiums and Elasticity

How much extra are consumers willing to spend on the
product because of the brand?
Effect of price on demand
 Market share
Whether marketing programs are increasing sales
 Brand Expansion
Brand extensions become easier
Adds enhancements to revenue systems
 Cost Structure
Reduced Marketing Expenditure????
All efforts are likely to be more effective
Same effectiveness can be achieved at lower cost
 Brand Profitability
Investor sentiment multiplier
• Market Dynamics
• Interest rates, supply of capital
• Growth Potential
• Prospects of brand
• Prospects of industry
• PEST
• Risk Profile
• How vulnerable is the brand
• Brand Contribution
• How important is the brand to the firm’s portfolio

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Brand Resonance and

Brand Value Chain

PRIMARY CHARACTERISTICS & USER PROFILES

• Historically, brand salience has been considered synonymous with the

• Primary characteristics and supplementary features

• Personality and values

• History, heritage, and experiences

• Brand quality • Brand consideration

• Marketing Program Investment

• Clarity: How understandable is the program

 Awareness: The extent to which customers recall and

Attitude (Intention; Acceptability)

• Competitive superiority: how effective are the

 Price Premiums and Elasticity

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