Brand Management

Chapter 3. Brand resonance and the brand value chain

Objectives

1. Define brand resonance

2. Describe steps in building brand resonance
3. Define the brand value chain
4. Identity the stages in the brand value chain
 Brand resonance model

Brand resonance pyramid

te

em
rou

otio
Loyalty, Attachment,
l
ona Community, Engagement

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al r
rati

out
e
Quality, Credibility, Warmth, Fun, Excitement,
Consideration, Superiority Security, Social approval, Self-
respect

Primary characteristics & secondary User profiles, Purchase & usage,

features, Product reliability, durability, & Situations, Personality & values,
serviceability, Service Effectiveness, History, heritage, & experiences
Efficiency & empathy, Style and design,
Price

Category identification
Needs satisfied

• Brand resonance model : describes how to create intense, active loyalty relationships with customers.
 Brand resonance model – Brand Salience

• The depth of brand awareness : how likely it is for a

Breadth and depth
brand element to come to mind, and the ease with which
of awareness
it does so. - recall > recognition
• The breadth of awareness : the range of purchase and
Brand Salience
usage situations in which the brand element comes to
mind and depends to a large extent on the organization
• How easily and often
of brand and product knowledge in memory
the brand is evoked Product category
under various situations structure
or circumstances. • How product category is organized in consumer’s memory?
• Product category structure has an impact on brand awareness,
brand consideration, and purchasing decision

Strategic implications

• Not only the depth of awareness matters but also the breadth
• Key question is not whether consumers can recall the brand but where they think of it, when they think
of it, and how easily and how often they think of it
• The best route for improving sales may be not to try to improve consumer attitudes but, instead,
increasing brand salience and the breadth of brand awareness and situations in which consumers
would consider using the brand
Beverage Category Hierarchy
Brand resonance model – Brand Performance

Brand Performance • Describes how well the product or service meets customer's functional needs.
• How well does the brand rate on objective assessments of quality?
• To what extent does the brand satisfy utilitarian, aesthetic, and economic customer
needs and wants in the product or service category?
• 5 types of attributes and benefits underlie brand performance
1) Primary ingredients and supplementary features 2) Product reliability, durability, and serviceability
3) Service effectiveness, efficiency, and empathy 4) Style and design 5) Price
Brand resonance model – Brand Imagery 1.

Brand Imagery

• Depends on the extrinsic properties of the product or service, including the ways
in which the brand attempts to meet customer's psychological or social needs.
• The way people think about a brand abstractly
• More intangible aspects of the brand, and consumers can form imagery
associations directly from their own experience or indirectly through advertising or
by some other source of information (e.g. WOM)
 Brand resonance model – Brand Imagery 2.

4 main intangibles can be linked to a brand

• User profile/imagery: Type of person or organization who uses the brand

Demographic and psychographic factors
• Purchase and usage situations/imagery
: associations tells consumers under what conditions or situations they can or should buy and use the brand.
• Brand personality and value
: get formed by consumer experience or marketing activities
: may different from country and region ex) Spain : Passion > competence, China : Pleasure > ruggedness
Traditionalism > sincerity

Aaker (1997) Dimensions of Brand

Personality, Journal of Marketing Research

• Brand history, heritage, and experiences :

Brand resonance model – Brand Imagery : self-congruity theory

• a person prefers a brand with an image that matches my own self-image.

Actual self image • How consumer see themselves in reality

Ideal self image • How consumers would like to see themselves

Social self image • How consumers believe they are seen by others

Ideal social self image • How consumers ideally like to be seen by others

Conspicuous product Ideal self image Ideal social self image

Inconspicuous product Actual self image Social self image

Collectivistic culture Social self image Ideal social self image

Individualistic culture Actual self image Ideal self image

Brand resonance model – Brand judgements

• Customers’ personal opinions about and evaluations of the brand

Brand judgements
• Consumers form by putting together all the different brand performance
and brand imagery association
• quality, credibility, consideration, superiority

Brand Quality: Brand attitudes generally depend on specific attributes and benefits
Brand Quality along with customer value and satisfaction can affect brand attitude

Brand Credibility: describes the extent to which customers see the brand
as credible in terms of 3 dimensions : expertise, trustworthiness, likability
Brand Consideration: depends in large part on the extent to which strong and favorable
brand associations can be crated as part of the brand image.
Brand Superiority: measures the extent to which customers view the brand as unique and better
than other brands
Critical to building intense and active relationship with customers
Depends to a great degree on the number and nature of unique brand associations
Brand resonance model – Brand judgements
Brand resonance model –Brand feelings

Brand feelings • Customers’ emotional responses and reactions to the brand

• Relate to the social currency evoked by the brand
• Warmth, Fun, Excitement, Security, Social approval, Self-respect
Level of intensity Level of gravity

• prosumer vs. trysumer

• transformational advertising
Brand resonance model – Brand resonance

• Describes the extent to which customers feel that they are ‘in sync’ with
Brand resonance
the brand.
• Characterized in terms of intensity, as well as the level of activity
engendered by this loyalty.

• 4 categories of brand resonance

– Behavioral loyalty : how much/often do customers purchase a brand?
– Attitudinal attachment : resonance requires strong personal attachment
– Sense of community : a kinship or affiliation with other people associated with the brand
‒ Active Engagement : occurs when customers are willing to invest time, energy, money, or other resources
in the brand

• In summary,
– Intensity measures the strength of the attitudinal attachment and sense of community
– Activity tells us how frequently the consumer buys and uses the brand, as well as engages in other activities
not related to purchase and consumption.
 Brand-building implications

• The brand resonance model provides a road map and guidance for brand building
• Can assess a process in brand building efforts and be a guide for marketing research initiatives.
• 5 important brand tenets

 Customer owns the brands

 Don’t take shortcuts with brands
 Brands should have a duality
 Brand should have richness
 Brand resonance provides important focus
Brand value chain

• A structured approach to assessing the sources and outcomes of brand equity and the
manner by which marketing activities create brand value.
• A mean to trace the value creation process for brands to better understand the financial
impact of brand marketing expenditures and investments
• Premises – A brand ultimately resides with customers.
- A number of linking factors intervene between value stages
Brand value chain

Competitive superiority