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    Brand Resonance

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    Aŋoop Krīşħŋặ
    The document discusses brand resonance and how it refers to the relationship a consumer has with a product. It explains that brand resonance is built through several steps: brand identification to create awareness, brand establishment to create meaning, eliciting responses about feelings toward the brand, and developing a relationship with the brand. It also discusses brand salience, brand performance, brand imagery, brand judgments, brand feelings, and how brand resonance creates a psychological bond between customer and brand.

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    Brand Resonance

    Uploaded by

    Aŋoop Krīşħŋặ
    74 views10 pages
    The document discusses brand resonance and how it refers to the relationship a consumer has with a product. It explains that brand resonance is built through several steps: brand identification to create awareness, brand establishment to create meaning, eliciting responses about feelings toward the brand, and developing a relationship with the brand. It also discusses brand salience, brand performance, brand imagery, brand judgments, brand feelings, and how brand resonance creates a psychological bond between customer and brand.

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    Brand resonance

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    brand resonance

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    The document discusses brand resonance and how it refers to the relationship a consumer has with a product. It explains that brand resonance is built through several steps: brand identification to create awareness, brand establishment to create meaning, eliciting responses about feelings toward the brand, and developing a relationship with the brand. It also discusses brand salience, brand performance, brand imagery, brand judgments, brand feelings, and how brand resonance creates a psychological bond between customer and brand.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    74 views10 pages

    Brand Resonance

    Uploaded by

    Aŋoop Krīşħŋặ
    The document discusses brand resonance and how it refers to the relationship a consumer has with a product. It explains that brand resonance is built through several steps: brand identification to create awareness, brand establishment to create meaning, eliciting responses about feelings toward the brand, and developing a relationship with the brand. It also discusses brand salience, brand performance, brand imagery, brand judgments, brand feelings, and how brand resonance creates a psychological bond between customer and brand.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Brand resonance

     Definition: The Brand Resonance refers to the


    relationship that a consumer has with the product and
    how well he can relate to it.
    The brand resonance begins with:

     Brand Identification: The first and foremost step, is to ensure the


    brand identification with the customers, i.e. creates awareness
    about the product and establish an association in the minds of
    customers with respect to its usage and the segment for which it
    exists.
     Brand Establishment: To create a full meaning of the product in
    the minds of customers, so that they start remembering it.
     Eliciting Response: Once the association is built with the
    customers, the next step is to elicit the responses, i.e. what
    customers feel about the brand?
     Relationship: The next and final step is to convert the responses
    into building the customer’s strong relationship with the brand.
    Brand Salience
     howwell the customer is informed about the
    product and how often it is evoked under the
    purchase situations.

     The marketer should not only focus on just


    creating the awareness about the product but also
    includes the ease with which the customers can
    remember the brand and the ability to recall it
    under the different purchase situations.
    Brand Performance:
     How well the functional needs of customers are
    met.

     Atthis level of the pyramid, the marketers check


    the way in which product is performing and how
    efficiently it is fulfilling the needs of the
    customers.
    Brand Imagery:

     What product image the customer create in their minds.


     Brand imagery are the tangible or intangible elements
    that consumer associate with the brand. It could be a
    package or experience or taste etc.

     This aspect deals with the customer’s psychology or the


    feelings that how they relate to the product in terms of
    their social needs.
    Brand Judgements: 
     Whatcustomer decides with respect to the
    product.

     Thecustomers make the judgment about the


    product by consolidating his several performances
    and the imagery associations with the brand. On
    the basis of these, the final judgment is made
    about the product in terms of its Perceived
    Quality, Credibility, Consideration, and
    Superiority.
    Brand Feelings:

     What customers feel, for the product or


    how the customer is emotionally attached
    to the product.

     The consumer can develop emotions


    towards the brand in terms of fun, security,
    self-respect, social approval, etc.
    Brand Resonance: 
     What psychological bond, the customer has
    created with the brand.

     This is the ultimate level of the pyramid, where


    every company tries to reach. Here the focus is on
    building the strong relationship with the customer
    thereby ensuring the repeated purchases and
    creating the brand loyalty.
     The resonance is the intensity of customer’s
    psychological connection with the brand and the
    randomness to recall the brand in different
    consumption situations.

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