brand resonance model:

 describes how to create intense, active loyalty relationships with customers.

 The model considers how brand positioning affects what consumers think, feel, and do and
the degree to which they resonate or connect with a brand.

branding ladder (development) from identity to meaning to responses to relationships.

brand building blocks

building blocks up the left side of the pyramid represent a more “rational route” to brand building,
whereas building blocks up the right side of the pyramid represent a more “emotional route.” Most
strong brands are built by going up both sides of the pyramid.
Brand salience (brand identity)
 measures various aspects of the awareness of the brand
 Ability of recall or recognize the brand
 what basic functions does the brand provide to customers?

The depth of brand awareness measures how a brand element to come to mind

The breadth of brand awareness measures the range of purchase and usage in different situations,
depends to a large extent on the organization of brand and product knowledge in memory.

product category structure, or how product categories are organized in memory

product hierarchy

1. product family
2. product class
3. product category
4. product type
5. brand information at the lowest level.

Strategic implication: the brand must not only be top-of-mind and have sufficient “mind share,” but
it must also do so at the right times and places.

5W whether consumers can recall the brand, where, when and how easily and how often

Brand Performance
The product itself is at the heart of brand equity

 how well the product or service meets customers’ more functional needs.
 How well does the brand rate on objective assessments of quality?
  To what extent does the brand satisfy utilitarian, aesthetic, and economic customer needs
and wants in the product or service category

Primary ingredients and supplementary features. supplementary features that allow for
customization and more versatile, personalized usage, differentiate

Product reliability, durability, and serviceability.

 Reliability measures the consistency of performance over time

 Durability is the expected economic life of the product
 serviceability, the ease of repairing, the speed, accuracy, and care of product
delivery and installation; the promptness, courtesy, and customer service and the
quality of repair service and the time involved.

Service effectiveness, efficiency, and empathy.

 Service effectiveness measures how well the brand satisfies customers’ service
requirements. Service efficiency describes the speed and responsiveness of service.
 service empathy is the extent to which service providers are seen as trusting, caring, and
having the customer’s interests in mind.

Style and design.

Design has a functional aspect in terms of how a product works that affects performance
associations. Functional aspects such as its size, shape, materials, and colour or on sensory aspects
such as product looks and feels, sounds or smells like.

Price.

The pricing policy for the brand can create associations in consumers’ minds, categorize the brand

Brand imagery
 depends on the extrinsic properties of the product or service,
 to meet customers’ psychological or social needs.
 intangible aspects associated directly from their own experience or indirectly through
advertising or by some other source of information, such as word of mouth.

User Imagery

o type of person or organization who uses the brand. Idealized users, inspirational
users.
o descriptive demographic factors or more abstract psychographic factors (gender,
age, race, income)
o B2B: the size or type of organization. (firmographic)
o Congruity theory ‫ تطابق‬:contraindicating (cottonil-hussien fahmy)

Purchase and Usage Imagery. what conditions or situations they can or should buy and use the
brand
Brand Personality and Values.

 Brand personality: Set of human characteristics that are attributes with brand name,
company resonate with correct consumer
 Five dimensions of brand personality (with corresponding sub dimensions) are sincerity
(down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited,
imaginative, and up-to-date), competence (reliable, intelligent, successful), sophistication
(upper class and charming), and ruggedness (outdoorsy and tough)
 Brand value: beliefs which company stand for
 When performance-related attributes are central to consumer decisions, as they are for
food products, brand personality and user imagery may be less closely related.
 brand personality and imagery are more likely to be related, as they are for cars, beer,
liquor, cigarettes, and cosmetics.
 brand personality consistent with their own self-concept, although in some cases the match
may be based on consumers’ desired rather than their actual image. As automotive
category.

Brand History, Heritage, and Experiences.

 brands may take on associations to their past and certain noteworthy events in the brand’s
history.
 These types of associations may recall distinctly personal experiences and episodes or past
behaviours and experiences of friends, family, or others.

We can characterize the brand associations making up the brand image and meaning according to
three important dimensions—strength, favourability, and uniqueness

Brand judgment
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

Brand Quality.

Brand attitudes are consumers’ overall evaluations. Brand attitudes generally depend on specific
attributes and benefits of the brand (specific std)

Brand credibility

 describes the extent to which customers see the brand as credible

 Is the brand seen as

(1) competent, innovative, and a market leader (brand expertise)

(2) depend able and keeping customer interests in mind (brand trustworthiness)

(3) fun, interesting, and worth spending time with (brand likability)
Brand Consideration.

 Favourable brand attitudes and perceptions of credibility are important, but not important
enough if customers don’t actually consider the brand for possible purchase or use.
 Brand consideration depends in large part on the extent to which strong and favourable
brand associations can be created as part of the brand image.

Superiority

 measures the extent to which customers view the brand as unique and better than other
brands
 depends to a great degree on the number and nature of unique brand associations that
make up the brand image

brand feeling
 Brand feelings are customers’ emotional responses and reactions to the brand. Brand
feelings also relate to the social currency evoked by the brand
 transformational advertising
 Warmth: feel a sense of calm or peacefulness
 Fun/ Excitement as energetic / security as in safe hands
 social approval as Cadillac is a brand that historically has been a signal of social
approval.
 Self-respect as Tide laundry detergent is able to link its brand to “doing the best
things for the family

Brand resonance
describes the nature of this relationship and the extent between customers with the brand

behavioural loyalty

 in terms of repeat purchases and the amount or share of category volume attributed to the
brand,
 the “share of category requirements.” the brand must generate sufficient purchase
frequencies and volumes.

Attitudinal Attachment.

 Behavioural loyalty is necessary but not sufficient for resonance to occur requires a strong
personal attachment
 Creating greater loyalty requires creating deeper attitudinal attachment, through marketing
programs and products and services that fully satisfy consumer needs

Sense of Community. A stronger sense of community among loyal users can engender favourable
brand attitudes and intentions.

Active Engagement. the strongest affirmation of brand loyalty occurs when customers are engaged,
or willing to invest time, energy, money

 brand resonance dimensions

Intensity measures the strength of the attitudinal attachment and sense of community.
Activity tells us how frequently the consumer buys and uses the brand,
Brands Duality. it appeals to both the head and the heart. Thus, although there may be two different
ways to build loyalty and resonance—going up the left-hand and right-hand sides of the pyramid—
strong brands often do both.

Value chain
brand value chain is a structured approach to assessing the sources and outcomes of brand equity
and the manner by which marketing activities create brand value

Three sets of multipliers moderate the transfer between the marketing program and the three value
stages: the program quality multiplier, the marketplace conditions multiplier, and the investor
sentiment multiplier.

 The ability of a marketing program investment to transfer or multiply farther down the chain
depends on qualitative aspects of the marketing program and the program quality multiplier.
 Program Quality Multiplier. The ability of the marketing program to affect the customer mind-
set will depend on its quality
 Distinctiveness: How unique
 Relevance: How meaningful
 Integrated:
 Value: How much short-run and long-run value
 Excellence: Is the individual marketing activity designed to satisfy the highest standards?
 Brand Associations: The strength, favourability, and uniqueness of perceived attributes and
benefits for the brand.
 Brand Activity: The extent to which customers use the brand, talk to others about the brand,
 Channel support & superiority of brand (competitive position)
 Market share & enhance revenue
 Brand expansion & add new revenue stream
 Cost structure & reduce cost of marketing through analyse the most effective channel
 Market dynamics: What are the dynamics of the financial markets as a whole (interest rates,
investor sentiment,
 Brand contribution: How important is the brand to the firm’s brand portfolio?
 “the sum of lifetime values of all customers.” Customer lifetime value (CLV) is affected by
revenue and by the cost of customer acquisition, retention, and cross-selling.