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Chapter 3

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108 views15 pages

Chapter 3

Uploaded by

sourabhsunny321
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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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.


Breadth and Depth of Awareness

Product Category Structure

Strategic Implications

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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