Week 4-Session 4-II.pdf
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This document outlines a session on brand resonance from an MBA program. It discusses brand judgments, feelings, and resonance. Brand judgments are customers' evaluations of a brand's quality, credibility, and superiority. Brand feelings are customers' emotional responses like warmth, fun, and self-respect. Brand resonance is the level of sync customers feel with a brand and is measured by intensity, loyalty, attachment, and engagement. The session emphasizes building brand resonance by focusing on customers, avoiding shortcuts, giving brands duality and richness, and using resonance as a focus.
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- 1. BRAND MANAGEMENT MBA Program Week 4 - Session 4 – II: Brand resonance - II Course Instructor: Dr Raza Ali Contact of Course Instructor: razaali@bzu.edu.pk
- 2. Outline for Session 4- II 2 A quick review of previous session Brand judgments Brand feelings Brand resonance Brand-Building Implications
- 3. A quick review of previous session 3 Brand resonance Brand salience Brand performance Brand imagery
- 4. Brand resonance Model 4 How to create intense, active loyalty relationships with customers. Loyalty How brand positioning affects what consumers think, feel, and do The degree to which they resonate or connect with a brand.
- 6. Brand judgments 6 Customers’ personal opinions about and evaluations of the brand Quality Credibility (perceived expertise, trustworthiness, and likability) Consideration (for possible purchase or use) Superiority
- 7. Brand feelings 7 Customers’ emotional responses and reactions to the brand Warmth Fun Excitement Security Social Approval Self-Respect
- 8. Brand resonance 8 The extent to which customers feel that they are “in sync” with the brand Intensity and activity Loyalty Attachment Community Engagement
- 9. Brand-Building Implications 9 Customers Own the Brands Don’t Take Shortcuts with Brands Brands Should Have a Duality Brands Should Have Richness Brand Resonance Provides Important Focus
- 10. Review of the session 10 Brand judgments Brand feelings Brand resonance Brand-Building Implications
- 12. Thanks! 12