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Session 3_ Branding Models.ppt - BRAND RESONANCE AND THE...

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BRAND RESONANCEAND THE BRAND VALUECHAIN
LEARNING OBJECTIVESDefine brand resonance.Describe the steps in building brandresonance.Define the brand value chain.Identify the stages in the brand valuechain.Contrast brand equity and customerequity.
BUILDING A STRONGBRAND: THE FOUR STEPSOF BRAND BUILDINGEnsure identification of the brand with customers andan association of the brand in customers’ minds witha specific product class, product benefit, or customerneed.Firmly establish the totality of brand meaning in theminds of customers by strategically linking a host oftangible and intangible brand associations.Elicit the proper customer responses to the brand.Convert brand responses to create brand resonanceand an intense, active loyalty relationship betweencustomers and the brand.
BUILDING A STRONG BRAND: THEFOUR STEPS OF BRAND BUILDING1.Who are you ? (Brand Identity)2.What are you ? (Brand Meaning)3.What about you ? (Brand Response)4.What about you and me? (Brandrelationships)
CUSTOMER-BASED BRAND EQUITYPYRAMIDBRAND RESONANCE MODEL
BRAND SALIENCEMeasures various aspects of theawareness of the brand:To what extent is the brand top-of-mindand easily recalled or recognized.What types of cues or reminders arenecessary?How pervasive is this brand awareness?Breadth - Range of purchase and usagesituations in which the brand elementcomes to mind.Depth - Ease with which brand elementscan be recalled.Product category structure: Howproduct categories are organized in theconsumer’s memory.Strategic implicationsWhere do consumers think about a brand?
BRAND PERFORMANCEDescribes how well the brand:Meets customers’ more functional needs.Rate on objective assessments of quality.Satisfies utilitarian, aesthetic, and economiccustomer needs and wants in the product orservice category .
Brand performanceAttributes and benefits that underlie brand performance:Primary ingredients and supplementary features.

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Term
Fall
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Tags
Brand, Brand Resonance

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