BRAND RESONANCE MODEL

PRESENTED BY
KRUSHNA CHANDRA MAHURI PRESENTED TO
18/06/DBM/11 MR SRINIVAS RAO K
4TH SEMESTER FACULTY OF DEPARMENT OF
DEPARTMENT OF BUSINESS BUSINESS MANAGEMENT
MANAGEMENT
CENTRAL UNIVERSITY OF ODISHA,
KORAPUT
 BUILDING A STRONG BRAND: THE FOUR STEPS OF
BRAND BUILDING

• Brand salience
• Brand performance
• Brand imagery
• Brand judgments
• Brand feelings
• Brand resonance
• Brand-building implications
CUSTOMER-BASED BRAND EQUITY PYRAMID
 BRAND SALIENCE

Breadth and Depth of Awareness

Product Category Structure
Strategic Implications

Depth of brand awareness

• Ease of recognition & recall
• Strength & clarity of category membership
Breadth of brand awareness
• Purchase consideration
• Consumption consideration
 BRAND SALIENCE : INDICATOR OF BRAND AWARENESS

“How easily and often customers think of the brand under various
purchase or consumption situation”
• When mentioning ZARA, high-street fashion brand identity comes to
our minds.
• ZARA has different product categories which suit for everyone like
female, male, kids. So, When consumers need trendy but affordable
clothing, ZARA ​is their good choice.
• ZARA brings consumers a concept that you don’t need to buy luxury
clothing just for wearing only once, you can buy ZARA’s stylish design
with limited budget.
 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 .
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
 BRAND PERFORMANCE:
“Meeting of Customers’ functional Needs!”
1. Reliability & Durability
2. Style & Design: ZARA provides the latest design. From designing to sale, the shortest
time only takes ZARA 15 days. Thus, ZARA can always offer modern, latest fashion to
attract consumers who want to be voguish and be unique.
3. Service Effectiveness:
ZARA satisfies customers with its fast movement in designing and providing the latest
fashion. When some products are not so popular among clients, ZARA would not hesitate
to remove these stocks so that consumers can meet what they love and buy it.
4. Price:
It’s very affordable for those who want to keep on the latest fashion. With this affordable
price, consumers can buy clothing more often instead of spending lots of money on one
piece of classic clothing from luxury brands. Full refund exchange policy is also the
identical feature of brand.
 BRAND IMAGERY

User profile/imagery
• Purchase and usage situations/imagery
• Brand personality and values
• Brand history, heritage, and experiences
User profiles
• Demographic & psychographic characteristics
• Actual or aspirational
• Group perceptions -- popularity
Purchase & usage situations
• Type of channel, specific stores, ease of purchase
• Time (day, week, month, year, etc.), location, and context of usage
Personality & values
• Sincerity, excitement, competence, sophistication, & ruggedness
History, heritage, & experiences
• Nostalgia
• Memories
 BRAND IMAGERY:

“Meeting of customers' psychological and social needs!”

• User Profile: Typical Zara customers are people who are young, fashion-
conscious but with lower budget. They care about their appearances and
longing for being stylish.
• Purchase situations: Consumers might pass by ZARA’s stores and be
attracted by its window display. As the clothing in ZARA changes very fast,
If you don’t buy something you love now, it will be sold out next time.
Thus, ZARA creates psychological thoughts to let clients buy its clothing
without considering too much.
• Personality and values: Zara is modern, trendy, high fashion and
individualistic. Zara’s stylish personality appeals to the confident, young
target audience.
 BRAND JUDGEMENTS

Brand quality
• Value
• Satisfaction
Brand credibility
• Expertise
• Trustworthiness
• Likability
Brand consideration
• Relevance
Brand superiority
• 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.
Warmth
Fun
Excitement
Security
Social approval
Self-respect
 BRAND FEELINGS AND JUDGMENT
• Feelings: “Customers’ emotional responses and reactions with respect to brand!”
Self-respect: ZARA creates less emotion about warmth, fun, security; instead,
ZARA builds more on self-respect. For people purchasing ZARA, they can feel
they are unique, different, cool, chic, superior and individualistic. The logo and the
modern decoration also help shape this atmosphere. Customers feel Fashionable,
Presentable and Elite by its apparels.
• Judgment: “Integrating all the opinions from performance and imagery
association of customers!”
Since 1975, ZARA has offered fashion products continuously. ZARA is an
expertise in producing fast fashion clothing for male, female and kids. Although it
copies the design from other luxury brands, it truly satisfies consumers’ needs for
chasing latest fashion.
 BRAND RESONANCE

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 web site, chat rooms
 BRAND RESONANCE
“Intensity of psychological bonds or relationships customers have with the
brand!”
Behavioral loyalty:
• Because ZARA provides limited fast fashion products without replenishing
many times, customers would like to visit ZARA’s store to see the newly
available products. Once they love those products, they can’t refuse to buy
them. The frequency of purchase is high and repeated buyers are a lot.
Sense of community:
• ZARA manage its social community in a cool way. It only posts information
such as new design of this season or newly open store on FB. And ZARA
doesn’t post and communicate with its clients every day. And clients love
ZARA and fashion so they will keep following its information.
 BRAND BUILDING IMPLICATIONS

• Customers own the brand

• Do not take shortcuts with brands
• Brands should have a duality
• Brands should have richness
• Brand resonance provides important focus
SUB-DIMENSIONS OF BRAND BUILDING BLOCKS
ZARA’S BRAND RESONANCE MODEL
THANK YOU