Brand resonance and the brand value chain

Brand resonance and the brand value chain

1. Brand Salience

   • Product category structure
   • Strategic implications
   • Breadth and depth of awareness

2. Brand performance

   • Price
   • Primary ingredients and supplementary features
   • Product reliability, durability and serviceability
   • Service effectiveness, efficiency and empathy
   • Style and design

3. Brand imagery

   • User imagery
   • Purchase and usage imagery
   • Brand personality and values
   • Brand history, heritage and experiences

4. Brand judgments

   • Brand Quality
   • Brand credibility
   • Brand consideration
   • Brand superiority

5. Brand Feelings

   • Fun
   • Warmth
   • Excitement
   • Security
   • Social approval
   • Self-respect

6. Brand Resonance

   • Behavioral loyalty
   • Sense of community
   • Attitudinal attachment
   • Active engagement

7. Brand building implication

   • Customers own the brand
   • Brand richness
   • Brand duality
   • No shortcuts

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