BUSS454 2021 Chapter 3

BUSS454
Product and Brand Management
Chapter 3:
Brand Resonance and the Brand Value Chain
BUSS454 Spring 2021 Tony Garrett

Learning Objectives
• Define brand resonance

• Describe the steps in building brand resonance
• Define the brand value chain
• Identify the stages in the brand value chain
• Contrast brand equity and customer equity

Learning Objectives
• Define brand resonance

• Describe the steps in building brand resonance
• Define the brand value chain
• Identify the stages in the brand value chain
• Contrast brand equity and customer equity

Four Questions Customers ask of Brands
• Who are you? (brand identity)

• What are you? (brand meaning)
• What about you? What do I think or feel about you?
(brand responses)
• What about you and me? What kind of association and
how much of a connection would I like to have with you?
(brand relationships)

Customer Based Brand Equity Pyramid

Sub-Dimensions of CBBE Pyramid

Brand Salience
• Measures the awareness of the brand

• Ease of recall, top of mind, persuasive, cues
necessary or reminders necessary?
• Breadth and Depth of Awareness
• Depth of awareness = how likely it is for a brand element
to come to mind and the ease with which it does so
• Breadth of awareness = measures the range of purchase
and usage situations in which the brand element comes
to mind

Brand Salience
• Breadth and depth of awareness:

• Gives a product an identity by linking brand elements to:
• The product category
• The associated purchase
• The consumption or usage situations
• Breadth—Range of purchase and usage situations in which the brand element comes to
mind.
• Depth—Ease with which brand elements can be recalled.
• Product category structure—How product categories are organized in the consumer’s
memory.

Depth and Breadth Importance
• The product category hierarchy shows us not only the

depth of awareness matters but also the breadth.
• The brand must not only be top-of-mind and have
sufficient “mind share,” but it must also do so at the right
times and places.

Brand Salience
• Product Category Structure

• How are product categories organized in the
memory?

Brand Salience
• Strategic implications
• Need to think of all levels
• Brand needs to be top-of-mind and have sufficient mind
share:
• But also must do so at the right times and places

Brand Performance
• Product at the heart of brand equity

• Brand performance = how well does the product or
service meet customers’ more functional needs, rate on
quality criteria, and how does it satisfy utilitarian,
aesthetic, and economic customer needs and wants in
the product or service category?

Brand Performance
• Five key attributes and benefits:

1. Primary ingredients and supplementary features
2. Product reliability, durability, and serviceability
3. Service effectiveness, efficiency, and empathy
4. Style and design
5. Price

Brand Imagery
• Brand imagery depends on the extrinsic properties of the

product or service including the ways in which the brand
attempts to meet customers’ psychological or social
needs.
• How is the brand thought of abstractly rather than what it
actually does – the intangibles
• User profiles
• Purchase or usage situations
• Personality and values
• History, heritage, and experiences

Imagery Dimensions
• User profiles
• Demographic and psychographic characteristics
• Actual or aspirational
• Group perceptions—popularity
• Purchase and usage situations

• 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

Brand Judgments
• Customers’ personal opinions about and evaluations of

the brand which the customer puts together through all
of the different brand performance and imagery
• Brand quality
• Brand credibility
• Brand consideration
• Brand superiority

Judgment Dimensions
• Brand quality • Brand consideration

• Value • Relevance
• Satisfaction • Brand superiority
• Brand credibility • Differentiation
• Expertise
• Trustworthiness
• Likeability

Brand Feelings
• Customers’ emotional responses and reactions to a brand

• Brand feelings relate to the social currency evoked by the brand
• Feelings can be:
• Experiential and immediate, increasing in level of intensity
• Private and enduring, increasing in level of gravity

Brand Feelings
• Other important types of brand feelings

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

Brand Resonance
• This is the ultimate relationship and level of identification

that the customer has with the brand
• How are customers “in sync” with the brand?
• Two dimensions – intensity or the depth of the psychological
bond that customers have with the brand
• The level of activity developed by this bond

Brand Resonance
• 4 categories come about
• Behavioral loyalty
• Frequency and amount of repurchase
• Attitudinal attachment
• Love brand (favorite possessions, ‘a little pleasure’).
• Proud of brand
• Sense of Community
• Kinship
• Affiliation
• Willingness to be engaged
• Seek information
• Join club
• Visit website/ chat rooms

Application:
Identify the Key Drivers of Brand Equity
Performance Judgment
0.65
0.49
Resonance
0.17 0.66
0.58
0.24
Imagery Feelings

Brand Building Implications
• Customer own brands

• Don’t take shortcuts with brands
• Brands should have duality
• Brands should have richness
• Brand resonance provides important focus

The Brand Value Chain
• Broader perspective than just the CBBE model

• The brand value chain is a structured approach to
assessing the sources and outcomes of brand equity and
the manner by which marketing activities create brand
value.

Brand Value Chain

Value Stages
• Marketing program investment

• Any marketing program that can be attributed to brand value
development (intentional or not)
• Customer mindset
• In what way have customers been changed as a result of the
marketing program?
• Market performance
• How do customers respond in the marketplace?
• Shareholder value
Multipliers
• Program quality multiplier

• The ability of the marketing program to affect customer mindset
• Must be clear, relevant, distinct, and consistent
• Customer multiplier
• The extent to which value created in the minds of customers affects market performance
• It depends on factors such as competitive superiority, channel support, and customer size
and profile
• Market multiplier
• The extent to which the value generated through brand market performance is manifested in
shareholder value
• It depends on factors such as market dynamics, growth potential, risk profile, and brand
contribution

The Brand Value Stages
• The brand value chain has numerous implications:

• Value creation begins with the marketing program investment
• Value creation requires more than an initial marketing
investment
• Band value chain provides a detailed road map for tracking value
creation

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BUSS454

Product and Brand Management

BUSS454 Spring 2021 Tony Garrett

• Define brand resonance

BUSS454 Spring 2021 Tony Garrett

• Define brand resonance

BUSS454 Spring 2021 Tony Garrett

• Who are you? (brand identity)

BUSS454 Spring 2021 Tony Garrett

BUSS454 Spring 2021 Tony Garrett

BUSS454 Spring 2021 Tony Garrett

• Measures the awareness of the brand

BUSS454 Spring 2021 Tony Garrett

• Breadth and depth of awareness:

BUSS454 Spring 2021 Tony Garrett

• The product category hierarchy shows us not only the

BUSS454 Spring 2021 Tony Garrett

• Product Category Structure

BUSS454 Spring 2021 Tony Garrett

BUSS454 Spring 2021 Tony Garrett

• Product at the heart of brand equity

BUSS454 Spring 2021 Tony Garrett

• Five key attributes and benefits:

BUSS454 Spring 2021 Tony Garrett

• Brand imagery depends on the extrinsic properties of the

BUSS454 Spring 2021 Tony Garrett

• Purchase and usage situations

• Personality and values

• History, heritage, and experiences

BUSS454 Spring 2021 Tony Garrett

• Customers’ personal opinions about and evaluations of

BUSS454 Spring 2021 Tony Garrett

• Brand quality • Brand consideration

BUSS454 Spring 2021 Tony Garrett

• Customers’ emotional responses and reactions to a brand

BUSS454 Spring 2021 Tony Garrett

• Other important types of brand feelings

BUSS454 Spring 2021 Tony Garrett

• This is the ultimate relationship and level of identification

BUSS454 Spring 2021 Tony Garrett

BUSS454 Spring 2021 Tony Garrett

BUSS454 Spring 2021 Tony Garrett

• Customer own brands

BUSS454 Spring 2021 Tony Garrett

• Broader perspective than just the CBBE model

BUSS454 Spring 2021 Tony Garrett

BUSS454 Spring 2021 Tony Garrett

• Marketing program investment

• Program quality multiplier

BUSS454 Spring 2021 Tony Garrett

• The brand value chain has numerous implications:

BUSS454 Spring 2021 Tony Garrett

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