CHAPTER:3
BRAND RESONANCE AND
THEBRAND VALUECHAIN
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Learning Objectives
Define brand resonance
Describe the steps in building brand resonance
Define the brand value chain
Contrast brand equity and customer equity
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Building A Strong Brand: The Four
Steps of BrandBuilding
1. Who are you? (brand identity)
2. What are you? (brand meaning)
3. What about you? What do I think or feel about
you? (brand response)
4. What about you and me?What kind of association
and how much of a connection would I like to have
with you? (brand relationships)
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Building a Strong Brand: The Four
Steps of BrandBuilding
Brand salience
Brand performance
Brand imagery
Brand judgments
Brand feelings
Brand resonance
Brand-building implications
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Brand Salience
• Measures various aspects of the awareness of the
brand:
• Towhat extent is the brand top-of-mind and easily
recalled or recognized?
• What types of cues or reminders are necessary?
• How pervasive is this brand awareness?
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Product category Structure
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Product category Structure
• How are product categories organized in the
consumer’s memory?
• Tropicana Orange Juice
• Valio Milk
• Gatorage
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Strategic Implications
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.
• Where do consumers think about a brand?
• When do consumers think of a brand?
• How often do consumers think of a brand?
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Brand Performance
Describes how well the brandis:
Meets customers’ more functional needs
Rate on objective assessments of quality
Satisfies utilitarian, aesthetic, and economic customer
needs and wants in the product or service category
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Attributes and benefits that
underlie Brand Performance
• Reliability measures the consistency of performance over time
and from purchase to purchase.
• Durability is the expected economic life of the product.
• Serviceability: The ease of repairing the product if needed.
• Effectiveness measures how well the brand satisfies customers’
service requirements.
• Efficiency describes the speed and responsiveness of service.
• Empathy is the extent to which service providers are seen as
trusting, caring, and having the customer’s interests in mind.
• Style and design: a functional aspect in terms of how a product
works that affects performance associations.
• Price: Consumers may organize their product category
knowledge in terms of the price tiers of different brands.
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Brand Imagery
User profile/imagery
Purchase and usage situations/imagery
Brand personality and values
Brand history, heritage, and experiences
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User Profile/Imagery
• Type of person or organization who usesthe brand.
• Consumers may base associations of a typical or
idealized brand user on descriptive demographic
factors or more abstract psychographic factors.
• Demographic factors: Gender (Venus vs Mach 3
Gillette), age (Pink vs Victoria Secret), race, income
(Polo shirts, BMW automobile).
• Psychographic factors: Attitudes toward life, careers,
possessions, social issues.
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Brand personality and values
• Through consumer experience or marketing
activities, brands may take on personality traits.
• Five dimensions of brand personality:
• Sincerity (down-to-earth, honest, wholesome, and
cheerful)
• Excitement (daring, spirited, imaginative, and up-to-
date)
• Competence (reliable, intelligent, successful)
• Sophistication (upper class and charming)
• Ruggedness (outdoorsy and tough)
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Brand history, heritage, and
experiences
• Associations that tell consumers under what conditions
or situations they can or should buy and use the
brand.
• Associations to a typical usage situation can relate to
the time to use the brand, location, and type of
activity during which to use the brand.
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Brand Judgements
Quality
Credibility
Consideration
Superiority
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Quality
• Specific attributes and benefits of the brand that
help develop consumer attitudes toward the brand.
• Important consumer attitudes relate to its perceived
quality and to customer value and satisfaction.
• Perceived quality measures are inherent in many
approaches to brand equity.
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Credibility
• Extent to which customers see the brand as credible
in terms of perceived:
• Expertise - Competence, innovation, and ability to lead.
• Trustworthiness - Dependability and keeping customer
interests in mind.
• Likability - Fun, interesting, and worth spending time
with.
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Consideration and Superiority
Consideration
• How personally relevant customers find the brand.
• Crucial filter in terms of building brand equity.
Superiority
• Extent to which customers view the brand as unique and
better than other brands.
• Critical to building intense and active relationships with
customers.
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Brand Feelings
Customers’ emotional responses and reactions to the
brand
What feelings are evoked by the marketing program
for the brand or by other means?
How does the brand affect customers’ feelings about
themselves and their relationship with others?
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Important Brand Feelings
• Warmth - Soothing feelings that make consumers feel a
sense of calm orpeacefulness.
• Fun - Upbeat feelings that make consumers feel amused,
lighthearted, joyous, playful, and cheerful.
• Excitement - Ability of the brand to make consumers
feel energized and experience something special.
• Security - Ability of a brand to produce a feeling of
safety, comfort, and self-assurance.
• Social approval - Gives consumers a belief that others
look favorably on their appearance and behavior.
• Self-respect - Brand makes consumers feel better about
themselves. Copyright © 2013 Pearson Education
Brand Resonance
Behavioral loyalty - Gauged in terms of repeat
purchases and the share of category volume attributed to
the brand.
Attitudinal attachment - Strong personal attachment with
product (i.e. “I love this brand”).
https://hbr.org/2003/12/the-one-number-you-need-to-grow
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Brand Resonance
Sense of community - Sense of affiliation with other
people associated with the brand.
Active engagement - The strongest affirmation of brand
loyalty occurs when customers are engaged, or willing to
invest time, energy, money, or other resources in the brand
beyond those expended during purchase or consumption
of the brand.
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Brand Building Implications
Customers own thebrand
The strongest brands will be those to which consumers
become so attached and passionate that they become
evangelists or missionaries and attempt to share their beliefs
and spread the word about the brand. The power of the
brand and its ultimate value to the firm reside with
customers.
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Figure 3.4 – Possible measures of
brand building blocks
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Figure 3.4 – Possible measures of
brand building blocks
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Figure 3.4 – Possible measures of
brand building blocks
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Figure 3.4 – Possible measures of
brand building blocks
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Figure 3.4 – Possible measures of
brand building blocks
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Figure 3.4 – Possible measures of
brand building blocks
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Figure 3.4 – Possible measures of
brand building blocks
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Figure 3.4 – Possible measures of
brand building blocks
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ToSumup...
Implications of brand value chain
A necessary condition for value creation is a well-
funded, well-designed, and well-implemented
marketing program
Value creation requires more than the initial marketing
investment
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