CHAPTER: 3
BRAND RESONANCE AND
THE BRAND VALUE CHAIN
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Learning Objectives
Define brand resonance
Describe the steps in building brand resonance
Define the brand value chain
Identify the stages in the brand value chain
Contrast brand equity and customer equity
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What is Brand Resonance?
the relationship that a consumer has
with the product and how well he
can relate with it.
The resonance is the intensity of
customer's psychological connection
with the brand and the randomness
to recall the brand in different
consumption situations.
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Building A Strong Brand: The Four Steps
of Brand Building
Brand salience STEP 1
Brand performance
Brand imagery STEP 2
Brand judgments
Brand feelings STEP 3
Brand resonance STEP 4
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Figure 3.1- Customer-Based Brand
Equity Pyramid
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Brand Salience…identity…who are you?
• the extent to which a certain brand is
given importance when the consumer is
facing a buying decision.
Measures various aspects of the awareness of the
brand:
• To what 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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Brand Salience
Breadth and Depth of Awareness
Product Category Structure
Strategic Implications
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Brand Salience
Breadth and Depth of Awareness
• Depth (measures how likely it is for a
brand element to come to mind. A
brand we easily recall.
• Breadth (measures the range of
purchase and usage situations in which
the brand element comes to mind)
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Breadth and Depth of Awareness
Consumers should at least recognize
the Tropicana brand when it is
presented to them.
Consumers should think of Tropicana
whenever they think of orange juice.
Consumers would think of Tropicana
whenever they were dicing which type
of beverage to drink esp when
seeking a “tasty but healthy”
beverage.
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Breadth and Depth of Awareness
Consumers must think of Tropicana as
satisfying a certain needs whenever
those needs arise.
Thus, the main challenge for marketers
of orange juice is to link the product
usage situations beyond the traditional
one of breakfast.
Hence, marketers must boost
consumption of Tropicana by using the
slogan “It’s Not Just for Breakfast
Anymore”
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Product Category Structure
(Beverages)
• How product categories are organized in the consumer’s
memory
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Brand Salience
Strategic Implications….the
usage situations
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Meaning…what are you?
Describes how well the brand:
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
Brand underlie brand performance:
Performance
• Primary ingredients and supplementary
features.
• Product reliability, durability, and
serviceability.
• Service effectiveness, efficiency, and
empathy
• Style and design
• Price Copyright © 2013 Pearson Education
•Intangible aspects of the brand
Brand
Imagery
Intangibles that can be linked to a brand;
User profile/imagery
Purchase and usage situations/imagery
Brand personality and values
Brand history, heritage, and experiences
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Response…what about you?
Brand
Judgments
• customers’ personal opinions and
evaluations of the brand
Quality
Credibility
Consideration
Superiority
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Brand Feelings
Customers’ emotional responses and
reactions to the brand
Relate to the social currency evoked
by the brand
Feelings can be:
Experiential and immediate, increasing in
level of intensity
Private and enduring, increasing in level of
gravity
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• the extent to which customers feel
Brand
that they are “in sync” with the
Resonance brand
Behavioral loyalty
How often do customers purchase & how much?
Attitudinal attachment
“love” the brand or “little pleasure”
Sense of community
Affiliation with other people
associated with the brand
Active engagement
Willing to invest time, energy & money
E.g. join a club, receive updates
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Mercedes-Benz: Keller’s brand
resonance pyramid
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1. Salience: who are you, Mercedes-Benz ?
Mercedes-Benz is a premium and luxury car
A logo and a grill that stand out
Is part of “German Big 3” along with Audi and BMW,
the best selling car manufacturers in the world.
Brand Recall: 45% top of mind
Brand Recognition: 100% brand
name recognition
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2. Performance/Imagery : what are you, Mercedes-
Benz ?
Performance:
Mercedes-Benz cars are renowned for their safety.
One of the first to introduce the airbag and ABS
systems.
Powerful engines
Hand-made quality & refined
interior
Elegant and sober design
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2. Performance/Imagery : what are you, Mercedes-
Benz ?
Imagery:
Mercedes-Benz is known as a “masculine brand”,
Conservative
German quality
Luxury
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3. Judgments/Feelings: what do the customer think or
feel about Mercedes-Benz ?
Considering their features and history, Mercedes-Benz
cars are judged prestigious and high quality.
High performance
Success, sense of achievement
Confidence
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4. Brand resonance : what about Mercedes-Benz
and the customer ?
Attachment
Loyalty
Sense of community (upper class)
Even if they are not purchasing a car, many people
are attached to Mercedes-Benz through social media
(17m likes on Facebook), and websites.
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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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Figure 3.2 - Subdimensions of Brand
Building Blocks
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Figure 3.5 - Brand Value Chain
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To Sum up...
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
Allows to estimate shareholder value and the investor
sentiment multiplier through investor analysis and
interviews
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