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    What Makes A Brand?: Continuity

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    Chetan Ojha
    The document discusses what makes a strong brand from both a company and consumer perspective. It identifies continuity, caring, and value resonance as important factors for companies. It also explains that building brand identity, awareness, response, and loyalty leads to strong brand equity through a "brand resonance pyramid". Strong brands benefit consumers through identification, practicality, guarantees, optimization, characterization, and continuity.

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    What Makes A Brand?: Continuity

    Uploaded by

    Chetan Ojha
    34 views10 pages
    The document discusses what makes a strong brand from both a company and consumer perspective. It identifies continuity, caring, and value resonance as important factors for companies. It also explains that building brand identity, awareness, response, and loyalty leads to strong brand equity through a "brand resonance pyramid". Strong brands benefit consumers through identification, practicality, guarantees, optimization, characterization, and continuity.

    Original Title

    BRAND_MANAGEMENT_[24.9.10]

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    The document discusses what makes a strong brand from both a company and consumer perspective. It identifies continuity, caring, and value resonance as important factors for companies. It also explains that building brand identity, awareness, response, and loyalty leads to strong brand equity through a "brand resonance pyramid". Strong brands benefit consumers through identification, practicality, guarantees, optimization, characterization, and continuity.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    34 views10 pages

    What Makes A Brand?: Continuity

    Uploaded by

    Chetan Ojha
    The document discusses what makes a strong brand from both a company and consumer perspective. It identifies continuity, caring, and value resonance as important factors for companies. It also explains that building brand identity, awareness, response, and loyalty leads to strong brand equity through a "brand resonance pyramid". Strong brands benefit consumers through identification, practicality, guarantees, optimization, characterization, and continuity.

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    You are on page 1of 10

    What Makes a Brand?

     Continuity: belief that the


    company has the resources and
    commitment necessary to remain
    in the business area relevant to the
    customer.
     This is particularly important in
    relation to products which have a
    long lifetime. Back
    Prof. A. K. Biswas 1
    What Makes a Brand?
     Caring: the company’s employees are
    sufficiently motivated to care about the
    quality of service or performance they
    deliver. Back
     Value Resonance: it is concerned
    whether or not the brand/company
    expresses values which the individual
    consumer aspires to incorporate in their
    personal life style.

    Prof. A. K. Biswas 2
    Brand Resonance Pyramid
    4. Relationships = Intense,
    What about you active
    Resonance
    and me? loyalty

    ts
    Fe
    en
    3.Response = Positive,

    eli
    gm
    What about accessible

    ng
    Jud
    you? reactions

    s
    c e
    an

    Im
    rm Strong, favorable
    2. Meaning =

    ag
    rfo unique brand

    er
    What are you?
    Pe

    y
    associations

    Deep, broad
    1.Identity = Salience brand
    Who are you?
    awareness

    Prof. A. K. Biswas 3
    Why to Make a Brand?

    Building a strong brand identity,


    awareness, positive brand response,
    and brand loyalty, lead to a strong
    brand equity.
    Brand equity is a set of assets linked
    to a brand’s name and symbol that
    add to the value provided by a
    product or service to a customer.

    Prof. A. K. Biswas 4
    Why to Make a Brand?
     Brand equity results in customers
    showing a preference for one
    product over another when they
    are basically identical.
     The extent to which customers are
    willing to pay more for the
    particular brand is a measure of
    brand equity.
    Prof. A. K. Biswas 5
    Why to Make a Brand?
     The creation of significant brand
    equity involves reaching the top of
    the brand pyramid (brand
    resonance), and will occur only if
    the right building blocks are put
    into place.

    Prof. A. K. Biswas 6
    Why to Make a Brand?
     Branding gives the company the
    opportunity to attract loyal and
    profitable set of customers.
     The reputation of the brand is a
    source of demand and lasting
    attractiveness, the image of
    superior quality and added value
    justifies a premium price.
    Prof. A. K. Biswas 7
    Why to Make a Brand?
    A dominant brand is an entry barrier to
    competitors because it acts as as a
    reference in its category.
    If it is a prestigious or a trendsetter in
    terms of style it can generate substantial
    royalties by granting licenses.
    Strong brands help build the corporate
    image making it easier to launch new
    brands and gain acceptance by
    distributors and consumers.
    Prof. A. K. Biswas 8
    What are the Benefits of
    the Brand for Consumer?
    Function Consumer Benefit

    Identification To be clearly seen, to quickly identify


    the sought-after products.
    Practicality To allow savings of time and energy
    through identical repurchasing and
    loyalty.

    Guarantee To be sure of finding the same quality


    no matter where or when you buy the
    product.

    Prof. A. K. Biswas 9
    What are the Benefits of
    the Brand for Consumer?
    Function Consumer Benefit
    Optimization To be of buying the best product in its
    category, the best performer for a
    particular purpose.
    Characterization To have a confirmation of your self
    image that you present to others.

    Continuity Satisfaction brought about through


    familiarity and intimacy with the
    brand that you have been consuming
    for years.
    Prof. A. K. Biswas 10

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