Brand resonance is the nature of the relationship that customers have with the brand and the

extent to which they feel that they are “in synch” with the brands
 1. Identification of Fevicol Brand by customers to check the level of customer awareness
through Brand Salience
2. Establish its totality meaning in minds of customers through Performance and imagery
3. Elicit customer response to the brand Brand Judgements and feelings
4. Use the customer response to create active loyalty through Brand Resonance.

Brand Salience –

Fevicol has become a household home and synonymous with Adhesives. Even the Fevicol logo, two
elephants tugging together and hard to separate is sign of majoboot jod. It has been able to create
such awareness due to its User Engagement Programme which conducts many social and cultural
endeavours to

Brand Performance – Fevicol is India’s most trusted brand of Adhesives, it has good performance
under heat, non-smelly, non-reactive to skin and easily removed from skin. Comes in different SKU,
from Large tubs to small tubes.