Copyright © 2015 Pearson India Education Services Pvt. Ltd.
CHAPTER: 3
Brand Resonance
and the Brand
Value Chain
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Learning Objectives
• Define brand resonance.
• Describe the steps in building brand resonance.
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
• Define the brand value chain.
• Identify the stages in the brand value chain.
• Contrast brand equity and customer equity.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Building A Strong Brand: The Four
Steps of Brand Building
• Brand salience
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
• Brand performance
• Brand imagery
• Brand judgments
• Brand feelings
• Brand resonance
• Brand-building implications
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 3.1: Customer-Based Brand
Equity Pyramid
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Brand Salience
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Brand Performance
Describes how well the brand:
• Meets customers’ more functional needs.
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
• Rate on objective assessments of quality.
• Satisfies utilitarian, aesthetic, and economic customer needs
and wants in the product or service category .
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Brand Imagery
• User profile/imagery
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
• Purchase and usage situations/imagery
• Brand personality and values
• Brand history, heritage, and experiences
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Brand Judgements
• Quality
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
• Credibility
• Consideration
• Superiority
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Brand Feelings
Customers’ emotional responses and reactions to the brand.
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
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.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Brand Resonance
• Behavioral loyalty
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
• Attitudinal attachment
• Sense of community
• Active engagement
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Brand Building Implications
• Customers own the brand
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
• Do not take shortcuts with brands
• Brands should have a duality
• Brands should have richness
• Brand resonance provides important focus
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 3.2: Subdimensions of Brand
Building Blocks
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 3.5: Brand Value Chain
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
To Sum up...
Implications of brand value chain
• A necessary condition for value creation is a well-funded,
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
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.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Thank you.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob