Yangon University of Economics

Department of Commerce

Department of Commerce
 FOURTH YEAR
BCom (Marketing Management Major Specialization)
FIRST SEMESTER

Com 4110 BRAND MANAGEMENT

Week 3
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Course of this Week

Chapter (3) Brand Resonance and Brand Value Chain

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 CHAPTER (3)

BRAND RESONANCE AND BRAND VALUE CHAIN

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Learning Objectives

• Describe the steps in building brand resonance.

• Define the brand value chain.

• Identify the stages in the brand value chain.

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Building A Strong Brand: The Four Steps Of
Brand Building

Brand
relationships
Brand
responses
Brand
meaning
Brand
identify Branding
Ladder

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Building A Strong Brand: The Four Steps Of Brand Building
Figure: Brand resonance pyramid

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Building A Strong Brand: The Four Steps Of Brand Building

Figure: Subdimensions of Brand

Building Blocks

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 Brand Salience

• Brand salience measures:

 Brand awareness
 How easily
 Evocation
• Breath and depth of awareness
• Product Category Structure
• Strategic Implication
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 Brand Performance

• The product or service meets

customers’ functional needs
• Brand rate on objective assessments
of quality
• The brand satisfy utilitarian, aesthetic,
and economic customer needs and
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 Brand Performance (Cont.)

Five important types

• Primary ingredients and supplementary features
• Primary ingredients and supplementary features
• Service effectiveness, efficiency, and empathy
• Style and design
• Price

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 Brand Imagery

• Depends on the extrinsic properties

of the product or service

• Attempts to meet customers’

psychological or social needs

• Refers to more intangible aspects

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 Brand Imagery (Cont.)

• User profiles
• Purchase and usage situations
• Personality and values
• History, heritage, and experiences

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 Brand Judgment

 Customers’ personal opinions

 Four important types
 Quality
 Credibility
 Consideration
 Superiority
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 Brand Feelings
 Customers’ emotional responses and reactions
 Social currency evoked by the brand
Six important types of brand-building feeling
 Warmth
 Fun experiential and immediate, increasing in
level of intensity
 Excitement
 Security
 Social approval private and enduring, increasing in level of
gravity
 Self-respect

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 Brand Resonance

 Describes the nature of this relationship and the extent

to which customers feel that they are “in sync” with the
brand.

 High resonance brands: eg. Apple, and eBay.

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Brand Resonance (Cont.)

Two Dimension

Intensity Behavioral loyalty

Attitudinal attachment

Sense of community
Activity
Active engagement

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 Brand-Building Implications

 Customers own the brand

 Don’t take shortcuts with brands

 Brands should have a duality

 Brands should have richness

 Brand resonance provides important focus

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 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

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Figure: Brand value Chain

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Brand value Chain: Implications

 Marketers create value first by making shrewd investments

in their marketing program

 Value creation requires more than the initial marketing

investment

 Brand value chain provides a detailed road map for tracking

value creation

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Figure: Brand Planning Model

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Reference

 Keller, K. L. (2013). Keller: Strategic Brand Management eBook GE

4e. Pearson Higher Ed.
 https://www.voxco.com/fr/brand-performance/
 https://snowball.digital/blog/what-is-brand-imagery
 https://logos-download.com/1102-ebay-logo-download.html
 https://commons.wikimedia.org/wiki/File:Apple-logo.png

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THE END!

Department of Commerce