Chapter 3: Brand Resonance and the Brand Value Chain

Categories of Brand Resonance

1. Behavioral Loyalty 2. Attitudinal Attachment 3. Sense of Community 4. Active Engagement

5 Dimensions of Customer Mind-Set

1. Brand Awareness 2. Brand Association 3. Brand Attitudes 4. Brand Attachment 5. Brand Activity

Marketplace Conditions Factors

1. Competitive superiority 2. Channel and other intermediary support 3. Customer size and profile

How to Judge the Quality of the Marketing Program?

1. Distinctiveness 2. Relevance 3. Integrated 4. Value 5. Excellence

Four Steps of Brand Building

1. Ensure identification of the brand with customers and an association of the brand in customers' minds with a specific product class, product benefit, or customer need (BRAND IDENTITY) 2. Firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations (BRAND MEANING) 3. Elicit the proper customer responses to the brand (BRAND RESPONSES) 4. Convert brand responses to create brand resonance and an intense, active loyalty relationship between customers and the brand (BRAND RELATIONSHIPS)

Demographic Features

1. Gender 2. Age 3. Race 4. Income

8 Guidelines for Maximizing Customer Equity

1. Invest in highest-value customers first 2.. Transform product management into customer management 3. Consider how add-on sales and cross-selling can increase customer equity 4. Look for ways to reduce acquisition costs 5. Track customer equity gains and losses against marketing programs 6. Relate branding to customer equity 7. Monitor the intrinsic retainability of your customers 8. Consider writing separate marketing plans - or even building two marketing organizations - for acquisition and retention efforts

Investor Sentiment Factors

1. Market dynamics 2. Growth potential 3. Risk profile 4. Brand contribution

Brand Performance Attributes

1. Primary ingredients and supplementary features 2. Product reliability, durability, and serviceability 3. Service effectiveness, efficiency, and empathy 4. Style and design 5. Price

Product Hierarchy in Consumers Mind

1. Product class information (highest level) 2. Product category information 3. Product type information 4. Brand information (lowest level)

Types of Brand Judgment

1. Quality 2. Credibility 3. Consideration 4. Superiority

Six Brand Building Blocks

1. Salience 2. Performance 3. Imagery 4. Judgments 5. Feelings 6. Resonance

5 Dimensions of Brand Personality

1. Sincerity 2. Excitement 3. Competence 4. Sophistication 5. Ruggedness

Intangibles Linked to Brands

1. User profiles 2. Purchase and usage situations 3. Personality and values 4. History, heritage, and experiences

Implications of Brand Value Chain

1. Value creation begins with the marketing program investment 2. Value creation requires more than the initial marketing investment 3. Brand value chain provides a detailed road map for tracking value creation that can make marketing research and intelligence efforts easier

Brand-Building Feelings

1. Warmth 2. Fun 3. Excitement 4. Security 5. Social approval 6. Self-respect

Brand Value Chain Model

A means by which marketers can trace the value creation process for their brands to better understand the financial impact of their marketing expenditures and investments

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

Transformational Advertising

Advertising designed to change consumers' perceptions of the actual usage experience with the product

Attitudinal Attachment

An emotional tie with a brand

Psychographic Factors

Attitudes towards... 1. Life 2. Careers 3. Possessions 4. Social issues 5. Political institutions

Brand Feelings

Customers' emotional response and reactions to the brand

Brand Judgments

Customers' personal opinions about and evaluations of the brand, which consumers form by putting together all the different brand performance and imagery associations

Brand Resonance Model

Describes how to create intense, active loyalty relationships with customers. Considers how brand positioning affects what consumers think, feel, and do and the degree to which they resonate or connect with a brand

Brand Performance

Describes how well the product or service meets customers' more functional needs

Brand Credibility

Describes the extent to which customers see the brand as credible in terms of three dimensions: perceived expertise, trustworthiness, and likability

Service Efficiency

Describes the speed and responsiveness of service

Customer Mind-Set

Everything that exists in the minds of the customers with respect to a brand: thoughts, feelings, experiences, images, perceptions, beliefs, and attitudes

Branding Ladder

From identity to meaning to responses to relationships

Product Category Structure

How product categories are organized in memory

Dimensions of Brand Resonance

Intensity and Activity

Depth of Brand Awareness

Measures how likely it is for a brand element to come to mind, and the ease with which it does so

Service Effectiveness

Measures how well the brand satisfies customers' service requirements

Reliability

Measures the consistency of performance over time and from purchase to purchase

Breadth of Brand Awareness

Measures the range of purchase and usage situations in which the brand element comes to mind and depends to a large extent on the organization of brand and product knowledge in memory

Intensity

Measures the strength of the attitudinal attachment and sense of community

Brand Salience

Measures various aspects of the awareness of the brand and how easily and often the brand is evoked under various situations or circumstances

Customer Equity

Optimal balance between what marketers spend on customer acquisition and what they spend on customer retention

Behavioral Loyalty

Purchase of the same product from the same vendor over time

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

Serviceability

The ease of repairing the product if needed

Durability

The expected economic life of the product

Service Empathy

The extent to which service providers are seen as trusting, caring, and having the customer's interest in mind

Brand Resonance

The nature of the relationship and the extent to which customers feel that they are "in sync" with the brand

Brand Responses

What customers think or feel about the brand

Sense of Community

When customers feel a kinship or affiliation with other people associated with the brand, whether fellow brand users or customers, or employees or representatives of the company

Active Engagement

Willing to invest time, energy, money, or other resources in the brand beyond those expended during purchase or consumption of the brand