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Chapter 3: Brand Resonance & Brand Value Chain - Coggle Diagram

- - - - Brand salience measures various aspects of the awareness of the brand, and how easily and often the brand is evoked under various situations
      - Breadth and depth of awareness gives a product an identity by linking brand elements to:
        
        The product category
        
        The associated purchase
        
        The consumption or usage situations
      - Achieving the right brand identity means creating brand salience with customers
      - Product category structure means how product categories are organized in memory
      - A strategic implication which brand need to be top-of-mind and has sufficient mind share but also must do so at the right time and place
    - - Brand performance describes how well the product or service:
        
        Meets customers' more functional needs
        
        Rate on objective assessments of quality
        
        Satisfies utilitarian, aesthetic, and economic customer needs and wants in the product or service category
      - Attributes and benefits often underlie brand performance:
        
        Primary ingredients and supplementary features
        
        Product liability, durability, and serviceability
        
        Service effectiveness, efficiency, and empathy
        
        Style and design
        
        Price
      - A main type of brand meaning is brand imagery, which depends on the extrinsic properties of a product or service
        
        Brand personality and values are consumer experience and marketing practices link the brand to human personality traits. The five dimensions of these brand personalities are:
        
        Sincerity
        
        Competence
        
        Ruggedness
        
        Excitement
        
        Sophistication
        
        The four main intangibles are:
        
        User profiles
        
        Purchase and usage situations
        
        Personality and values
        
        History, heritage, and user experiences
        
        One set of brand imagery associations is about the type of person or organization who uses the brand. Demographic factors include gender, age, race and income
        
        Purchase and usage imagery is associations that tells customers under what conditions or situations they can or should buy and use a brand
        
        Brand history, heritage and experiences:
        Brands that take on associations that link to their past remarkable events in the brand's history fall under this type
    - - JUDGEMENT: Customer's personal opinions from brand judgements or responses. Consumers may take a variety of judgements with respect to a brand, but these four types are especially important:
        
        Brand Quality: Matching product performance with customer expectation
        
        Brand Credibility: The extent to which customers see the brand as credible, trustworthy, likable and judge its level of expertise
        
        Brand Consideration: Until customers register the brand as relevant and convenient, the brand will not likely be embraced
        
        Brand Superiority: The extent to which buyers view the brand as different and unique from others
      - FEELINGS: Customer's emotional responses and reactions to the brand make the brand respond. The response could be a sense of mild or intense feelings, be it positive or negative in nature
        
        Warmth: Evoking a soothing type of feeling that makes customers feel a sense of calm or peacefulness
        
        Fun: Exciting types of feelings make the customers feel happy, cheerful, merry, and so on
        
        Excitement: Makes the customers feel hyped and energized giving a sense of special feeling
        
        Security: The brand ensures a feeling of comfort, security and confidence
        
        Social approval: Consumers have a belief that others look positively on their appearance, behavior, and so on after the use of their product
        
        Self-respect: The brand boosts consumer's self-esteem and makes them feel a sense of satisfaction, accomplishment, or fulfillment
    - - The degree to which consumers believe that they connect the brand and are "in sync" with it. Brand resonance can be further broken into 4 catgeories:
        
        Sense of community: Social phenomenon in which customers feel a kinship or affiliation with others associated with the brand
        
        Behavioral loyalty: Repeat purchases and the amount or share of category volume attributed to the brand, e.g. share of category requirements
        
        Active engagement: Willing to invest time, energy, money or other resources beyond those expended during purchase or consumption
        
        Attitudinal attachment: Going beyond having a positive attitude, e.g. viewing the brand as something special