Next, identify the type of experience that company want customers to have with its product. Take both performance and imagery into account, and create a “brand personality.” Step 3: Brand Response – What Do I Think, or Feel, About You? Goal: is to know how customer judge and feel about your brand. Blocks: Customers’ responses to brand fall into two categories: “judgments” and “feelings.” These are the two building blocks in this step. Customers constantly make judgments about Brand that fall into four key categories: Quality: Customers judge a product or brand based on its actual and perceived quality. Credibility: Customers judge credibility using three dimensions – expertise (which includes innovation), trustworthiness, and likability. Consideration: Customers judge how relevant your product is to their unique needs. Superiority: Customers assess how superior your brand is, compared with your competitors’ brands. Customers respond to your brand according to how it makes them feel. Your brand can evoke feelings directly, but they also respond emotionally to how a brand makes them feel about themselves. According to the model, there are six positive brand feelings: warmth, fun, excitement, security, social approval, and self-respect. Application: First, examine the four categories of judgments. Consider the questions: What can you do to improve the actual and perceived quality of your product or brand? How can you enhance your brand’s credibility? How well does your marketing strategy communicate your brand’s
relevancy to people’s needs? How does your product or brand compare with those of your competitors? Next, think carefully about the brand feelings listed above. Decide which, if any, of these feelings does your current marketing strategy focus on? What can you do to enhance these feelings for your customers? Step 4: Brand Resonance – How Much of a Connection Would I Like to Have With You? Goal: is to strengthen each resonance category Block: Brand “resonance” sits at the top of the brand equity pyramid because it’s the most difficult – and the most desirable – level to reach. You have achieved brand resonance when your customers feel a deep, psychological bond with your brand.
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- Fall '19
- Brand, Julie