Brand resonance is the level of connection between a brand and its customers. It is measured through six building blocks: brand salience, performance, imagery, judgments, feelings, and resonance. Developing brand resonance requires creating brand awareness and associations through communication over time to build rational and emotional connections with customers. This leads to customer loyalty, attachment, sense of community, and active engagement with the brand.

1. Brand Resonance
and
Brand Value
Chain

2. Ch Heads
1. Brand Resonance
A. Brand Resonance and
Resonance Model
B. Steps of Brand Resonance
C. Brand Building Blocks

4. 1. A. Brand Resonance: Connection with the Brand
1. B. Branding Ladder/
Steps as per BRM:
1. Ensuring Identification
and association of the
Brand with customer. (
product class/benefit or
cus need wise)
2. Creating a firm meaning
of the brands by
tangible/intangible brand
association.
3. Elicit Proper cus
Response (think and feel)
4. Convert the responses to
brand Resonance
(intensity and activity)

5. Identity: who are you?
Meaning: What are you?
Brand Responses: what does the cus feel or think about
the brand
Brand relationship : how much of a connection cus would
like to have with the brand.

6. 1. C Brand Resonance Model

7. 1. C: Brand Resonance Model
6 Brand Building Blocks of the Model
I. Brand Salience
II. Brand Performance (R)
III. Brand Imagery (E)
IV.Brand Judgments (R)
V. Brand Feelings (E)
VI.Brand Resonance

8. I. Brand Salience:
identity
Brand Salience measures
• Various aspects of the
awareness of the brand
and how easily n often
the brand is
evoked/recalled/recogn
ized/ linked (product
class/benefit or
cus need wise)
• Type of cues/ reminders
those are necessary
• Pervasiveness of the
brand awareness
Salience Dimensions
a. Depth of brand
awareness: (how often and
easily)
Likeliness and Ease of
recognition and recall
of the brand elements.
b. Breadth of brand
awareness (situation:
where and when cus think)
Purchase and
Consumption
consideration in
which the brand elements
come to mind and it
depends on the knowledge
of the brand.

9. New/greater product uses
Usage situation

10. New/greater product uses
Purchase situation

11. new /greater product uses

12. Purchase situation
Purchase situation
Usage situation

14. Product Category Structure
• To fully understand brand recall, we need to
appreciate product category structure, or how
product categories are organized in memory.
• Usually products are grouped at varying
levels of specificity and can be organized in
a hierarchal fashion.
• Product Class -> Product Category ->
Product type -> Brand
I. Brand Salience

15. Beverages
Water Flavored
Alcoholic
Wine Beer
Distilled
Spirits
Non-
Alcoholic
Milk
Hot
Beverages
Juices Soft Drinks
Beverage Category Hierarchy

18. Create both depth n breadth of brand awareness through
communication
Ensure that your brand is
• Most likely to be recalled n
recognized
• Easily recalled n recognized
• Recalled and Recognized under
different ( as many as possible)
situations/ considerations

19. II. Brand Performance:
meaning
5 types of attributes n benefits
1. Primary Ingredients and
Supplementary Features
2. Product Reliability: consistency
of performance overtime),
durability (Economic life of the
product), and serviceability (
After Sales Service)
3. Service Effectiveness : How well
it satisfies the customer?),
efficiency (Speed of Service),
and empathy ( Provider seen as
trusting and caring)
4. Style and Design: sensory aspect
5. Price

28. Implication
Develop a strategy to create a Brand
Performance to create a rational meaning for a
brand

29. III. Brand Imagery:
Meaning
Types of Intangibles
A. User profiles
Demographic and psychographic
characteristics
Actual or aspirational
Group perceptions—popularity
B. Purchase and usage
situations
Type of channel, specific stores,
ease of purchase
Time (day, week, month, year,
etc.), location, and context of
usage
Brand Imagery
depends on the
extrinsic/intangible
properties of the
product, including the
ways in which the
brand attempts to
meet customer’s
psychological or
social needs.
Association is formed
directly from own
experience or
indirectly from
marketer controlled
sources or from WOM

30. III. Brand Imagery:
Meaning
C. Brand Personality and values
Sincerity, excitement, competence, sophistication, and ruggedness
User Imagery and Brand Personality are not in agreement when
performance related attributes are central to customer’s decision.
• Excitement: carefree, spirited, youthful, friendly
• Sincerity: genuine, kind, family-oriented, thoughtful
• Ruggedness: rough, tough, outdoors, athletic
• Competence: successful, accomplished, influential, a leader,
innovative, intelligent
• Sophistication: elegant, prestigious, pretentious
D. History, heritage, and experiences (PODs)
Nostalgia
Memories

31. Kotler’s 6D Brand Personality Dimensions by Aaker
Physically : Brand elements, physical evidences
(physical store/ e-com/m- com POS)
N/A
Intellectuality: Innovation Competence
Sociability : PR skill, clear communication,
social listener, confidence
Sincerity (friendly), Competence (leader)
Emotionality: emotional benefits such as
humorous, self-esteem, self-actualization,
safety, social need
Excitement, Sophistication, Ruggedness,
Sincerity, Competence
Personality : self-awareness, admit to learn n
fix limitations
Sincerity
Morality : ethics, integrity N/A
Human Centric Brand Attributes by
Kotler

33. 7 up: feel the up
DBBL : bisosto bondhu
walton: priyo sathi amar
clear shampoo:nothing to hide
Teer: bishuddhotay bhora komolotay shera
Akij cement: nirmane atul bondhon
Nihar amla: aro beshi pushti aro beshi shokti
Baizid Steel : core of excellence
BSRM Steel: feel safe with extreme inside
royal tiger : recharge yourself
Black horse: source of power
Sting: Ullasher shuru eikhanei
PRAN Power: Action in every sip
Speed: heavy Energy

47. Implication
• Develop a strategy to create a Brand Imagery
to create a emotional meaning for a brand

48. IV. Brand Judgments :
Responses
Customers’ personal opinions about and evaluations of the
brand.
Formed by putting together Brand Performance and Imagery
Associations.
Types of Judgments
A. Brand Quality (attributes/VP/USP)
B. Brand Credibility
C. Brand Consideration
D. Brand Superiority

49. IV. Brand Judgments : Responses
A. Brand Quality
• Value (Perceived Quality )
• Satisfaction
B. Brand Credibility
• Expertise ( Competent, innovative and a market
leader)
• Trustworthiness ( dependable and keeping
customers interests in mind )
• Likeability ( Fun, interesting and worth spending
time with )
C. Brand Consideration
• Relevance
(Considering for possible purchase or not )
D. Brand Superiority
• Differentiation
( Consumers consider better than others or not )

50. V. Brand Feeling : Responses
Warmth
Consumers may feel sentimental warmhearted or
affectionate. Eg. Titan
Fun
Joyous , playful, cheerful :Eg. Disney land
Excitement
Energized, being cool or being alive
Mountain Dew or MTV
Security
Safety, Comfort and Self assurance:
Insurance, JnJ
Social Approval
Look favorably on their appearance: Mercedes
Self-respect
Sense of Pride, accomplishment or fulfillment
Tide Detergent laundry – doing the right thing for the
family

59. VI. Brand Resonance : relationship/connection/ in sync:
nature and intensity
A. Behavioral Loyalty
• Frequency and amount of repeat purchases
B. Attitudinal Attachment
• Positive attitude (satisfaction is not enough)
• Love brand (favorite possessions; “a little pleasure”)
• Proud of brand
C. Sense of Community
• Kinship ( people associated with the brand )
• Affiliation
D. Active Engagement
• Seek information
• Join club
• Visit website, chat rooms

60. Brand Building Implications
1. Customers own Brands:
True measure is the positive responses from the market end
• The way customer thinks, feels and act with respect to that brand.
• Intensity (strength of the sense of community) Vs Activity (frequency
of participation)
• Customers as Advocates
Brand Resonance Reinforces the following views:
2. Marketers should not take shortcuts with Brands:
• Building brand strategically through series of related logics: story
telling, Zen Marketing
• It takes time to develop associations but awareness

61. 3. Brand should have a Duality:
Rational ( utilitarian) and Emotional (social. Esteem, actualization)
associations
Reduces competitive vulnerability
4. Brand should have Richness:
Different Considerations, Meanings and resulting Responses of a brand
leads to favorable actions
5. Brand Resonance as a measurement of Brand Equity :
to what extent is marketing activity affecting the key dimensions of
Brand Resonance?

62. • Acknowledgement
• Appreciation: Value and Communicate (tell them that they are respected,
valued and act accordingly )
• Assurance : establish and maintain trust: reduce their insecurities with your
actions
• Make Good Memories together: UGC: let them share good memories in
your community along with your own contents.
• Address and Solve Issues mutually with logics : initiate talk to solve
rough situations. Document success stories and communicate via your media
including WOM.
• Empathy : see through their lens : communicate with care and respect and
stay relevant. Ignore abusers.
• Sense of Belongingness and Community: initiate communication among
your fans and facilitate their friendships using your socials and PR events.
• Involve/Engage them : initiate and moderate WOW/Sharing/Call to act
• Setting Healthy Boundaries and educate them regarding those :
clearly convey what you allow and what you cant. Navigate their expectations.
Pillars of Relationship Management