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11/25/2015

The Four Steps of Brand Building

UNITED INTERNATIONAL UNIVERSITY


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COURSE TITLE : STRATEGIC BRAND MANAGEMENT


MODULE 4: Brand Resonance

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Ensure identification of the brand with customers and


an association of the brand in customers minds
Establish the totality of brand meaning in the minds
of consumers
Elicit the proper customer responses to the brand
identification and brand meaning
Convert brand response to create an intense, active
loyalty relationship between customers and the
brand
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Four Questions Customers ask of Brands


1.
2.
3.

4.

Who are you? (brand identity)


What are you? (brand meaning)
What about you? What do I think or feel about
you? (brand responses)
What about you and me? What kind of
association and how much of a connection would I
like to have with you? (brand relationships)

Customer-Based Brand Equity


Pyramid
4. RELATIONSHIPS =
What about you and me?

RESONANCE

3. RESPONSE =
JUDGMENTS

FEELINGS

What about you?

2. MEANING =
PERFORMANCE

IMAGERY

What are you?

1. IDENTITY =

SALIENCE
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Who are you?


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Customer-Based Brand Equity Pyramid

Sub-Dimensions of CBBE Pyramid


LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT

QUALITY
CREDIBILITY
CONSIDERATION
SUPERIORITY

PRIMARY CHARACTERISTICS &


SECONDARY FEATURES
PRODUCT RELIABILITY,
DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS,
EFFICIENCY & EMPATHY
STYLE AND DESIGN
PRICE

WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT

USER PROFILES
PURCHASE & USAGE
SITUATIONS
PERSONALITY &
VALUES
HISTORY, HERITAGE
& EXPERIENCES

CATEGORY IDENTIFICATION
NEEDS SATISFIED

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Breadth and Depth Awareness

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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

In general, soft drinks have great breadth of awareness in that they come to
mind in a variety of different consumption situations. A consumer may
consider drinking one of the different varieties of Coke virtually any time,
anywhere. Other beverages, such as alcoholic beverages, milk, and juices,
have much more limited perceived consumption situations
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Depth and Breadth Importance

Product Category Structure

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.

To fully understand brand recall, we need to


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

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2.14

Brand Imagery

Brand Performance Dimensions


Brand Performance: How well the product or service meets
customers more functional needs (e.g. utilitarian, aesthetic &
economic needs).

Primary characteristics and supplementary features

Product reliability, durability, and serviceability

Service effectiveness, efficiency, and empathy

Style and design

Price

NB: Often, the strongest brand positioning relies on performance advantages of


some kind, and it is rare that a brand can overcome severe performance
deficiencies.
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the ways in which the brand attempts to meet customers


psychological or social needs
It is the way people think about a brand abstractly, rather
than what they think the brand actually does. It refers to
more intangible aspects of the brand and consumers can
form imagery associations directly from their own
experience or indirectly through advertising or by some
source of information, such as word of mouth.

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Imagery Dimensions

User profiles
Demographic and psychographic characteristics
Actual or aspirational
Group perceptionspopularity

Type of channel, specific stores, ease of purchase


Time (day, week, month, year, etc.), location, and context of usage

Personality and values

Purchase and usage situations

Brand Judgment Dimensions


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. It is more rational or about the HEAD

Sincerity, excitement, competence, sophistication, and ruggedness

Brand quality

Value

Satisfaction

Expertise (competent,
innovative and market leader)

Trustworthiness (dependable
and keeping customer interest
in mind)

Nostalgia
Memories

Likeability (fun, interesting and


worth spending time with)

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Warmth
Fun
Excitement
Security
Social Approval
Self-respect

Brand superiority

Differentiation (extent
to which it is unique and
better than other
brands)

Brand Resonance Dimensions


Brand Resonance is the ultimate relationship and level of identification that the
customer has with the brand. Resonance is characterized in terms of intensity,
or the depth of the psychological bond that customers have with the brand, as
well as the level of activity engendered by this loyalty

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Relevance

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Brand Feelings Dimensions


Brand feelings are customers emotional responses and reactions
to the brand. Feeling also relates to the social currency evoked by
the brand
Types of Brand-Building Feelings

Brand consideration

Brand credibility

History, heritage, and experiences

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

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Customer-Based Brand Equity


Model
ConsumerBrand
Resonance

Consumer
Judgments

Brand
Performance

Consumer
Feelings

Brand
Imagery

Brand Salience

Brand
Building Implications
Customers own brands : The strongest brands are those which
consumers become so attached and passionate about that in effect, become
evangelists. The power of the brand and its ultimate value to the firm reside
with customers.

INTENSE, ACTIVE
LOYALTY

RATIONAL &
EMOTIONAL
REACTIONS

POINTS-OFPARITY &
POINTS-OFDIFFERENCE

DEEP, BROAD
BRAND
AWARENESS

Dont take shortcuts with brands : A great brand is not built


by accident but is the product of carefully accomplishing a series of logically
linked steps with consumers.
Brands should have a duality : A strong brand appeals to
both the head and the heart. It blends product performance and imagery to
create a rich, varied but complementary set of consumer responses to the
brand.
Brands should have richness : There are number of possible
ways to create meaning with consumers and range of possible avenues to
elicit consumer responses.
Brand resonance provides important focus : Pinnacle of
effort to build a strong brand should engage the attention of marketers in
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decision making.