Chapter 3 - Brand Resonance and The Brand Value Chain - Coggle Diagram
Chapter 3 - Brand Resonance and The Brand Value Chain
Definition: Brand Resonance is the relationship customers have with the brand which they can feel in such with the brand (Keller, 2001) Example of brands with high resonance is Apple.
4 Steps of Brand Building: 1) Salience 2) Performance & Imagery 3) Judgement & Feelings 4) Brand-Resonance & Brand-Building Implications
Brand Salience is achieving the right brand identity means creating brand
salience with customers
Brand Performance describes how well the product & services meets customers' functional needs. Brand Imagery depends on the extrinsic properties of a product or service
Brand Judgement is customers’ personal opinions about & evaluations of a brand. Brand Feelings are customers’ emotional responses and reactions to a brand
Brands Quality, Brand Credibility, Brand Considerations, Brand Superiority
Brand feelings relate to the social currency evoked by the brand.
Brand Resonance has 4 categories: Behavioral loyalty, Attitudinal attachment, Sense of community & Active engagement. Brand-Building Implications refers to marketers can assess their brand's progress in their efforts thru brand's resonance model
Brand-Building Implications refers to marketers can assess their brand's progress in their efforts thru brand's resonance model
Brand Resonance model includes customers own the brand, no shortcuts, required duality, richness & important focus
4 main intangibles linked to a brand - user profiles, purchase & usage situations, personality & values,
history, heritage & user experiences
Measures various aspects of the awareness of the
Gives a product an identity by linking brand elements to product category, associated purchase & consumption situation.
Brand Value Chain
A brand value chain dictates the process, from start to finish, of how a brand creates value.
It is a structured approach to assess sources & outcomes of brand equity & the manner by marketing activities
4 Value Stages:
Marketing Program Investment - product, communications, trade, employee & other
Customer Mindset - awareness, associations, attitude, attachments & activities
Market Performance - price premiums & elasticities, market share, expansion success, cost structure & profitability
Shareholder Value - stock price, P/E ratio & market capitalisation
Investor Sentiment Multiplier - market dynamics, growth potential, risk profile & brand contributions
Marketplace Conditions Multiplier - competitive reactions, channel support & customer size & profile
Program Quality Multiplier - distinctiveness, relevance, integrated, value & excellence