This project deals with the development of customer relationship through preferred brand. A brief discussion of brand resonance has been made by analyzing various brand related factors.

1. “AN ANALYSIS OF BRAND
RELATIONSHIP WITH THE
PERCEPTIVE OF CUSTOMER
BASED BRAND EQUITY
PYRAMID”

2. Presentation Overview
 Introduction
 Objectives
 Research Questions
 Research Context
 Reason of Study
 Literature Review
 Research Design and Method
 Research Analysis
 Results and Findings
 Conclusions
 Important Notes

3. Introduction
 This project deals with the development of customer relationship
through preferred brand. A brief discussion of brand resonance
has been made by analyzing various brand related factors.
 According to American Marketing Association (AMA), “A brand is
a name, term, sign, symbol, or design, or combination of them,
intended to identify the goods and services of one seller or group
of seller and differentiate them from those of competition”. In
other words, it can be said that brand is, “A Brand is the
consumer's idea of a product”.
 Literature of branching has been verified to reflect the impact of
brand related factors.

4. Objectives
 The main objective of this research is to learn
about the strong relationship of customers with
preferred brand as well as the influence of brand
on customer relation.
 To find the relationship between consumer
behavior and brand loyalty.
 To examine the impact of brand image on
consumer satisfaction.

5. Research Questions
 Determine the impact of branding on consumer
purchase decision making process.
 Examine the influence of customer satisfaction
on the brand’s image.
 What constitutes “brand resonance” from the
perspective of the individual consumer?

6. Research Context
 Customer brand relationship has been identified to
know the impact of preferred brand on the satisfaction
level of customer. The research shows how the brand
factors effects the customers.
 The four factors have been focused under the study,
i.e., brand loyalty, brand community, brand
attachment, and brand engagement. These factors
have been covered to understand the relationship
between customer and preferred brand.
 It has been said that, “A Brand is the consumer's idea
of a product”. The research has been carried out to
analyze the customer’s idea of preferred brand.

7. Reason of Study
 The main reason of study is to demonstrate the
relationship between customer and brand. It has been
analyzed that how important it is to establish brand
customer relationship in marketplace in order to
compete.
 Second, there are components of a mutual character
or set of qualities, as buyers see the brand as a
related soul, a substance they can relate to or try to
copy.
 It has identified that the brand and the customer do
things together, they talk, they mingle, and frequently
they work shoulder to shoulder to improve the world a

8. Literature Review
Definition:
 According to Jokanovic,” Brand relationship
defined as the relationship between the customer
and brand, and it is relate to personal
identification of the customer with the brand”.
 In contrast, Fournier said the “Brand relationship
brands may become an active relationship partner
for the consumer and provide meanings in a
psycho-socio-cultural context”

9. Brand relationship management:
 (Gronroos & Christian, 1992) said that BRM is an
incorporated exertion to build up, keep up, and improve
connections between a brand and its customers, and to
constantly reinforce these connections.
 Bhattacharya and Sen (2003) argued that likenesses among
purchaser and association laid the establishment of
purchaser brand relationship.
Brand Resonance:
 According to Keller, “Brand resonance refers to the nature of
the relationship that customers have with the brand and the
extent to which they feel that they are “in synch” with the
brands”.
 In contrast, Stratfold said that Brand resonance can be
defined as how well you connect with your customer both
formally and casually.

10. Research Design and Method
It has been analyzed that how the customers get
associated with brand and changes their buying behavior.

11. Research Analysis
 Qualitative approach of analysis has been
under the research. Various types of brand
relationship have been studied for identifying
the bond between customer and preferred
brand.

12. Results and Findings
 The growing competition among organizations
increases the innovative ways of selling products for
which studying brand customer relationship is very
important.
 Customer performance plays an important role in
persuading customers to buy the company’s
brands.
 Relationship between customer and brand has
become a relationship principle in product and
service marketing.
 The most efficient way of increasing brand

13. Conclusions
 From the study, it has been concluded that
brand resonance and brand, relationship is
just same idea and with the thought of above
build, we can utilize brand reverberation
moment of brand relationship in the marking
research.

14. Notes about the article
 The brand customer relationship shows the
impact of preferred brand on buying behavior of
customers.
 Brand resonance has been focused to develop
the way of brand relationship.
 The first stage begins with brand loyalty, then
customer moved to brand attachment, after the
community of preferred brand has been
developed, and the last stage is of brand
resonance.