Brand resonance and the brand value chain

Brand Salience
1. Product category structure
2. Strategic implications
3. Breadth and depth of awareness
Brand performance
1. Price
2. Primary ingredients and supplementary features
3. Product reliability, durability and serviceability
4. Service effectiveness, efficiency and empathy
5. Style and design
Brand imagery
1. User imagery
2. Purchase and usage imagery
3. Brand personality and values
4. Brand history, heritage and experiences
Brand judgments
1. Brand Quality
2. Brand credibility
3. Brand consideration
4. Brand superiority
Brand Feelings
1. Fun
2. Warmth
3. Excitement
4. Security
5. Social approval
6. Self-respect
Brand Resonance
1. Behavioral loyalty
2. Sense of community
3. Attitudinal attachment
4. Active engagement
Brand building implication
1. Customers own the brand
2. Brand richness
3. Brand duality
4. No shortcuts

Resumo de Recurso

	Criado por Pablo Camacho aproximadamente 6 anos atrás