Chapter 03 - Brand Resonance Model

Chapter 3
Learning Objectives
After completion of this chapter, you should be able to

 Define brand resonance and brand value chain.
 Describe the steps in building brand resonance.
 Identify the stages in the brand value chain.
 Contrast brand equity and customer equity.
Two Interlinking Models
Brand Resonance Model
 Describes how to create intense, active loyalty relationships with
customers.
 Considers how brand positioning affects what consumers think,
feel, and do and the degree to which they resonate or connect with
a brand.
Brand Value Chain Model

 is a means by which marketers can trace the value creation process
for their brands to better understand the financial impact of their
marketing expenditures and investments.
 offers a holistic, integrated approach to understanding how brands
create value.
The Four Steps of Brand Building
1. 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.
2. Establish the totality of brand meaning in the minds of
customers by strategically linking a host of tangible and
intangible brand associations.
3. Elicit the proper customer responses to the brand.
4. Convert brand responses to create brand resonance and
an intense, active loyalty relationship between customers
and the brand.
Four Questions Customers Ask about Brands
1. Who are you? (brand identity)
2. What are you? (brand meaning)
3. What about you? What do I think or feel about you?
(brand responses)
4. What about you and me? What kind of
association and how much of a connection
would I like to have with you?
(brand relationships)
2.6 Brand Resonance Pyramid
2.7
2.8
Brand Salience
 Brand salience measures various aspects of the awareness of the

brand and how easily and often the brand is evoked under various
situations or circumstances.
 Romaniuk and Sharp (2004, 327) define brand salience as the
“brand’s propensity to be noticed or come to mind in buying
situations. It reflects both the quantity and quality of the network
of memory structures that buyers hold about the brand.”
Salience Dimensions
The concept of salience had its roots in social psychology where it
 Depth of brand awareness
was understood as the ability of an item to ‘stand out from its environment’ (Guido 1998).
 Breadth of brand awareness

 Product Category Structure
2.9
Beverage Category hierarchy
2.11
Brand Meaning
 Creating brand meaning includes establishing a brand image—

what the brand is characterized by and should stand for in the
minds of customers.
 Brand meaning is made up of two major
categories of brand associations related to performance and imagery
2.12
Brand Performance
 Brand performance describes how well the product or service

meets customers’ functional needs
Performance Dimensions
 Primary ingredients and supplementary features
 Product reliability, durability, and serviceability
 Service effectiveness, efficiency, and empathy
 Style and design
 Price
2.13
Chapter 3
Brand Resonance Model
Brand Imagery
 Brand imagery depends on the extrinsic properties of the

product or service, including the ways in which the brand
attempts to meet customers’ psychological or social needs.
 It is the way people think about a brand abstractly, rather

than what they think the brand actually does.
Imagery Dimensions
 User profiles
 Purchase and usage situations
 Personality and values
 History, heritage, and experiences
2.16
Imagery Dimensions
 User Imagery
 Demographic (gender, age, income)
 Psychographic characteristics (attitudes toward life,
careers,
possessions, social issues)
 Purchase and Usage Imagery
 Type of channel (department stores, specialty stores,
internet), specific stores, ease of purchase
 Time (day, week, month, year to use the brand), location,
and context of usage
2.17
Imagery Dimensions
 Brand Personality and Values
 Aaker (1997) defines brand personality as “the set of human
characteristics associated with the brand”.
Five dimnesions of Brand Personality
 Sincerity, excitement, competence, sophistication, and
Ruggedness
Personality traits can be imbued to a brand through

 Anthropomorphization and product animation techniques
 Personification and the use of brand characters
 User imagery
 Brand History, Heritage, and Experiences

 Nostalgia 2.18
Brand Judgments
Brand judgments are customers’ personal opinions about and

evaluations of the brand, which consumers form by putting together
all the different brand performance and imagery associations.
Judgment Dimensions
 Brand quality  Brand consideration
 Value  Relevance
 Satisfaction
 Brand superiority
 Brand credibility
 Differentiation
 Expertise
 Trustworthiness
 Likeability
Brand Feelings
Brand feelings are customers’ emotional responses and
reactions to the brand.
Pretty much everything today can be seen in relation to a love-

respect axis. You can plot any relationship—with a person,
with a brand—by whether it’s based on love or based on
respect. It used to be that a high respect rating would win.
But these days, a high love rating wins. If I don’t love what
you’re offering me, I’m not even interested.
Kevin Roberts of Saatchi & Saatchi
Feelings Dimensions
 Warmth
 Fun
 Excitement
 Security
 Social Approval
 Self-respect
2.23
Resonance Dimensions
Brand resonance and the relationships consumers have with

brands
have two dimensions: intensity and activity.
 Intensity measures the depth of the psychological bond that
customers have with the brand.

 Activity tells us how frequently the consumer buys and uses the
brand, as well as engages in other activities not related to purchase

and consumption.
 Behavioral loyalty
 Attitudinal attachment
 Sense of community
 Active engagement
 Behavioral loyalty
 Frequency and amount of repeat purchases
 Oliver (1999) defines brand loyalty as “a deeply held
commitment to re-buy or re-patronize a preferred
product/service consistently in the future, thereby
causing repetitive same-brand or same brand-set
purchasing, despite situational influences and
marketing efforts having the potential to cause
switching behaviour.”
 The lifetime value of a behaviorally loyal can be
enormous.
 Attitudinal attachment
 Love brand (favorite possessions; “a little pleasure”)
 Proud of brand
 Sense of community
 Kinship
 Affiliation
 Active engagement
 Seek information
 Join club
 Visit website, chat rooms
Brand Building Implications
 Customers own brands.

The power of the brand and its ultimate value to the firm reside
with customers.
 Don’t take shortcuts with brands.
 Brands should have a duality.
It appeals to both the head and the heart.

 Brands should have richness.
 Brand resonance provides important focus.

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Chapter 3

After completion of this chapter, you should be able to

Brand Value Chain Model

 Brand salience measures various aspects of the awareness of the

 Breadth of brand awareness

 Creating brand meaning includes establishing a brand image—

 Brand performance describes how well the product or service

 Brand imagery depends on the extrinsic properties of the

 It is the way people think about a brand abstractly, rather

and context of usage

Personality traits can be imbued to a brand through

 Brand History, Heritage, and Experiences

Brand judgments are customers’ personal opinions about and

Pretty much everything today can be seen in relation to a love-

Brand resonance and the relationships consumers have with

customers have with the brand.

brand, as well as engages in other activities not related to purchase

 Customers own brands.

It appeals to both the head and the heart.

 Brand resonance provides important focus.

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