Professional Documents
Culture Documents
Type of model:
Author(s):
Domain:
Relationships:
Intense
active loyalty
|
Positive
accessible reactions
|
Points of parity &
points of difference
|
Response:
what about you?
|
Meaning:
what are you?
|
Identity:
who are you?
Deep, broad
brand awareness
of a brand, and how they evaluate the brand. Their opinion is formed rationally, and based on three criteria: quality, reliability and superiority. Brand
feelings are emotional reactions by consumers to brands and their marketing
efforts. What feelings does the brand evoke in the consumer, and in the social environment? Are these feelings intense or not, positive or negative?
These feelings can be so strong that they even continue to affect brand observation during actual use of the product. These feelings are based on a
number of factors: In successive order: warmth, pleasure, tension, security,
social acceptance and self-respect.
4. Brand resonance: when all conditions from step 3 have been met, and the
consumer has acquired a positive idea of the brand in both a rational and an
emotional sense, we have a solid base from which to jump into the last
stage. This stage answers the question whether the consumer is willing to
enter into a (lasting) relationship with a brand. If so, we will have achieved
true brand loyalty. The consumer identifies him/herself with the (values of
the) brand to a considerable degree, and is willing to invest in a relationship.
That can come across in repeat purchases, reduced susceptibility to information from competing brands, and even in paying a possible price premium. Brand resonance is the ultimate relationship between a brand and a
consumer. The closeness of that bond between brand and consumer can be
measured using four factors: (behavioural) loyalty, emotional bond, being a
member of a brand community, and active brand involvement. High scores
on these factors denote truly strong brands, such as Coca-Cola, Apple and
Harley-Davidson.
Reference(s)
Keller, K.L. (2002), Strategic brand management; building, measuring and
managing brand equity. Prentice Hall, Upper Saddle River, N.J. *
Keller, K.L., Apria, T., Georgson, M. (2008), Strategic brand management; a
European perspective. Prentice Hall, Harlow, U.K. *
* : Available in the EURIB library.