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    Brand Resonance and The Brand Value Chain

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    Mehul Nandwana
    brand management chapter 3

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    © All Rights Reserved
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    Brand Resonance and The Brand Value Chain

    Uploaded by

    Mehul Nandwana
    93 views15 pages
    brand management chapter 3

    Original Title

    Chapter 3

    Copyright

    © © All Rights Reserved

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    PPT, PDF, TXT or read online from Scribd

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    brand management chapter 3

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    93 views15 pages

    Brand Resonance and The Brand Value Chain

    Uploaded by

    Mehul Nandwana
    brand management chapter 3

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 15

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.

    CHAPTER: 3
    Brand Resonance
    and the Brand
    Value Chain

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Learning Objectives

    • Define brand resonance.


    • Describe the steps in building brand resonance.

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    • Define the brand value chain.
    • Identify the stages in the brand value chain.
    • Contrast brand equity and customer equity.

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Building A Strong Brand: The Four
    Steps of Brand Building
    • Brand salience

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    • Brand performance
    • Brand imagery
    • Brand judgments
    • Brand feelings
    • Brand resonance

     
    • Brand-building implications

    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e


    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Figure 3.1: Customer-Based Brand
    Equity Pyramid

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Brand Salience

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Brand Performance

    Describes how well the brand:


    • Meets customers’ more functional needs.

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    • Rate on objective assessments of quality.
    • Satisfies utilitarian, aesthetic, and economic customer needs
    and wants in the product or service category .

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Brand Imagery
    • User profile/imagery

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    • Purchase and usage situations/imagery

    • Brand personality and values

    • Brand history, heritage, and experiences

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Brand Judgements
    • Quality

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    • Credibility

    • Consideration

    • Superiority

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Brand Feelings
    Customers’ emotional responses and reactions to the brand.

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    Relate to the social currency evoked by the brand.

    Feelings can be:


    • Experiential and immediate, increasing in level of intensity.
    • Private and enduring, increasing in level of gravity.

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Brand Resonance
    • Behavioral loyalty

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    • Attitudinal attachment

    • Sense of community

    • Active engagement

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Brand Building Implications

    • Customers own the brand

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    • Do not take shortcuts with brands

    • Brands should have a duality

     
    • Brands should have richness

    • Brand resonance provides important focus

    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e


    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Figure 3.2: Subdimensions of Brand
    Building Blocks

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Figure 3.5: Brand Value Chain

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    To Sum up...
    Implications of brand value chain
    • A necessary condition for value creation is a well-funded,

    Copyright © 2015 Pearson India Education Services Pvt. Ltd.


    well-designed, and well-implemented marketing program.
    • Value creation requires more than the initial marketing
    investment.
    • Allows to estimate shareholder value and the investor
    sentiment multiplier through investor analysis and

     
    interviews.

    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e


    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
    Copyright © 2015 Pearson India Education Services Pvt. Ltd.
    Thank you.

     
    Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
    By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob

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