1. Brand Resonance and Brand Value Chain
Chapter 3

2. Brand Resonance Pyramid
SALIENCE
JUDGMENTS
FEELINGS
PERFORMANCE
IMAGERY
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?

3. Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
QUALITY CREDIBILITY
CONSIDERATION
SUPERIORITY
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
CATEGORY IDENTIFICATION
NEEDS SATISFIED
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS, EFFICIENCY & EMPATHY
STYLE AND DESIGN
PRICE
USER PROFILES
PURCHASE & USAGE SITUATIONS
PERSONALITY & VALUES
HISTORY, HERITAGE
& EXPERIENCES

4. APPLE – THINK DIFFERENT Ipod, Macbook, Ipad, I Tunes
Resonance
• Intense Active Loyalty
•Apple Lifestyle & Communities
• Apple Collectors/ Aficionados
Judgments
• High Quality (Precision & Engineering)
• Innovation • Cutting Edge Technology
• Quality at the premium price
• Product Centric
Feelings
• Social Status • Customer Satisfaction • Feeling Proud, Comfortable, Satisfied
Performance
• Greater Support for Multi Tasking •Smooth User Experience
• User Friendly • Speed Performance
• Unique Operating System • High Price
• Serviceability • Long Lasting
Imagery
• Human Silhouette • White
• Exclusivity • Shell Shape • Translucent Pearl White
•Steve Jobs
Salience
APPLE – THINK DIFFERENT
Ipod, Macbook, Ipad, I Tunes

5. Brand Building Blocks Brand Salience Breadth & Depth of awareness
Product Category Structure
Historically, brand salience has been considered synonymous with the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory. Brand salience reflects the quantity and quality of the network of memory structures buyers’ hold about the brands.

6. Brand Salience
The tendency of a brand to be thought of in a buying situation is known as “brand salience”. Brand salience is “the propensity for a brand to be noticed and/or thought of in buying situations” and the higher the brand salience the higher it’s market penetration and therefore its market share.
Salience refers not to what customers think about brands but to which ones they think about.

7. Brand Performance Dimensions
Primary characteristics and supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price 23

8. Imagery Dimensions User profiles Personality and values
Demographic and psychographic characteristics:
Group perceptions—popularity: Ipod: If you don’t have one, you’re a loser
Type of channel, specific stores, ease of purchase
Time (day, week, month, year, etc.), location, and context of usage
Personality and values
Sincerity, excitement, competence, sophistication, and ruggedness
History, heritage, and experiences
Nostalgia
Memories

10. Purchase and usage situations

11. Nostalgia/Memories

12. Examples Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

13. Examples Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

14. Examples Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

15. Examples Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

16. Judgment Dimensions Brand consideration Brand superiority
Brand quality
Value
Satisfaction
Brand credibility
Expertise
Trustworthiness
Likeability
Brand consideration
Relevance
Brand superiority
Differentiation

17. Feelings Dimensions Warmth Fun Excitement Security Social Approval
Self-respect

23. Resonance Dimensions Behavioral loyalty Attitudinal attachment
Frequency and amount of repeat purchases
Attitudinal attachment
Love brand (favorite possessions; “a little pleasure”)
Proud of brand
Sense of community
Kinship
Affiliation
Active engagement
Seek information
Join club
Visit website, chat rooms

25. The Brand Value Chain

26. Value stages Marketing Program Investment
Any marketing investment that can contribute to the value of the brand.
Its success is enhances by the multipliers
Clarity: How understandable is the program
Relevance: How meaningful is the program
Distinctiveness: How unique is the program
Consistency: How cohesive or integrated is the program

27. Customer Mind-set
Awareness: The extent to which customers recall and recognize the brand.
Associations: Strength, favourability and uniqueness of perceived attributes of the brand
Attitudes: Overall evaluations of the brand
Attachments: Degree of loyalty customers feel towards a brand
Adherence
Addiction
Activity: Extent to which customers use the brand, talk about it, seek out information, promotions and so on

28. Customer Mind-Set Awareness Associations (Image)
Attitude (Intention; Acceptability)
Attachment (Loyalty; Addiction)
Activity (WOM)

29. Marketplace conditions multiplier
Competitive superiority: how effective are the marketing investments of competiting brands
Channel and other intermediary support: how much brand reinforcement and selling effort is being put forth by the marketing partners
Customer size and profile: what types of customers are attracted to the brand

30. Market Performance Price Premiums and Elasticity Market share
How much extra are consumers willing to spend on the product because of the brand?
Effect of price on demand
Market share
Whether marketing programs are increasing sales
Brand Expansion
Brand extensions become easier
Adds enhancements to revenue systems
Cost Structure
Reduced Marketing Expenditure????
All efforts are likely to be more effective
Same effectiveness can be achieved at lower cost
Brand Profitability

31. Investor sentiment multiplier
Market Dynamics
Interest rates, supply of capital
Growth Potential
Prospects of brand
Prospects of industry
PEST
Risk Profile
How vulnerable is the brand
Brand Contribution
How important is the brand to the firm’s portfolio