BRAND MANAGEMENT

MKT 543
BRAND RESONANCE AND THE Chapter 3
BRAND VALUE CHAIN
 BUILDING A STRONG BRAND: THE FOUR
STEPS OF BRAND BUILDING
1. Ensure identification of the brand with
customers and an association of the brand in
customers’ minds
2. Establish the totality of brand meaning in the
minds of consumers
3. Elicit the proper customer responses to the
brand identification and brand meaning
4. Convert brand response to create an intense,
active loyalty relationship between customers
and the brand
FOUR QUESTIONS CUSTOMERS ASK OF
BRANDS
1. Who are you? (brand identity)
2. What are you? (brand meaning)
3. What about you? What do I think or
feel about you? (brand responses)
4. What about you and me? What kind of
association and how much of a
connection would I like to have with you?
(brand relationships)
FIGURE - CUSTOMER-BASED BRAND EQUITY
PYRAMID
BRAND SALIENCE
BRAND SALIENCE
•Measures various aspects of the
awareness of the brand:
• To what extent is the brand top-of-
mind and easily recalled or
recognized.
• What types of cues or reminders are
necessary?
• How pervasive is this brand
awareness?
 SALIENCE DIMENSIONS

Depth of brand awareness

 Ease of recognition and recall
 Strength and clarity of category
membership

Breadth of brand awareness

 Purchase consideration
 Consumption consideration
DEPTH AND BREADTH IMPORTANCE

The product category hierarchy shows us

not only the depth of awareness matters
but also the breadth.
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.
PRODUCT CATEGORY STRUCTURE
To fully understand brand recall, we need
to appreciate product category structure, or
how product categories are organized in
memory.
STRATEGIC IMPLICATIONS

• Where do consumers think about a

brand?
• When consumers think of a brand?
• How often do consumers think of a
brand?
 BRAND PERFORMANCE

Describes how well the brand:

 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
PERFORMANCE DIMENSIONS

▪ Primary characteristics and supplementary

features
▪ Product reliability, durability, and serviceability
▪ Service effectiveness, efficiency, and empathy
▪ Style and design
▪ Price
BRAND IMAGERY
User profile/imagery
 Demographic and psychographic characteristics
 Actual or aspirational
 Group perceptions—popularity
Purchase and usage situations
 Type of channel, specific stores, ease of purchase
 Time (day, week, month, year, etc.), location, and context of
usage
Personality and values
 Sincerity, excitement, competence, sophistication, and ruggedness
History, heritage, and experiences
 Nostalgia
 Memories
BRAND JUDGEMENTS

Brand quality
 Value
 Satisfaction Brand
consideration
Brand credibility  Relevance
 Expertise
 Trustworthiness Brand superiority
 Likeability  Differentiation
 BRAND FEELINGS

Customers’ emotional responses and

reactions to the brand
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
 IMPORTANT BRAND BUILDING FEELINGS
• Warmth- Soothing feelings that make consumers feel a
sense of calm or peacefulness.
• Fun- Upbeat feelings that make consumers feel
amused, light-hearted, joyous, playful, and cheerful.
• Excitement- Ability of the brand to make consumers
feel energized and experience something special.
• Security- Ability of a brand to produce a feeling of
safety, comfort, and self-assurance.
• Social approval- Gives consumers a belief that others
look favorably on their appearance and behavior.
• Self-respect- Brand makes consumers feel better about
themselves.
 BRAND RESONANCE
Behavioral loyalty
 Gauged in terms of repeat purchases and the share of category
volume attributed to the brand.
Attitudinal attachment
 Strong personal attachment with product.
Sense of community
 Sense of affiliation with other people associated with the brand.
Active engagement
 The strongest affirmation of brand loyalty occurs when customers
are engaged, or willing to invest time, energy, money, or other
resources in the brand beyond those expended during purchase
or consumption of the brand
RESONANCE DIMENSIONS
Behavioral loyalty
 Frequency and amount of repeat purchases
Attitudinal attachment
 Love brand (favorite possessions; “a little pleasure”)
 Proud of brand
Sense of community
 Kinship
 Affiliation
Active engagement
 Seek information
 Join club
 Visit website, chat rooms
 BRAND BUILDING IMPLICATIONS

− Customers own the brand

− Don’t take shortcuts with brands
− Brands should have a duality
− Brands should have richness
− Brand resonance provides important focus
FIGURE - SUBDIMENSIONS OF BRAND
BUILDING BLOCKS
FIGURE - BRAND VALUE CHAIN
BRAND VALUE CHAIN - IMPLICATIONS
• Value creation begins with the marketing
program investment.
• Value creation requires more than the initial
marketing investment.
• Provides a detailed road map for tracking
value creation that can make marketing
research and intelligence efforts easier.