MKT 510 Chapter Notes - Chapter 3: Espn Bottomline, Broad Group, Brand Equity
17 Sep 2016
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Chapter 3: brand resonance and the brand value chain. Building a strong brand: the four steps of brand building. What kind of association and how much of a connection would i like to have with you? (brand relationship) Reliability: measures the consistency of performance over time and from purchase to purchase. Durability: the expected economic life of the product. Serviceability: the ease of repairing the product if needed: service effectiveness, efficiency, and empathy. Effectiveness: measures how well the brand satisfies customers" service requirements. Empathy: extent to which service providers are seen as trusting, caring, and having the customer"s interests in mind: style and design, price. Brand resonance: describes the nature of this relationship and the extent to which customers feel that they are in sync with the brand: characterized in terms of: Intensity: depth of the psychological bond that customers have with the brand.
