MKT 510 Chapter 3: MKT510 -Chapter 3
5 Oct 2016
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Document Summary
Chapter 3 brand resonance and the brand value chain. Brand resonance? describes how to create intense, active loyalty relationships with customers takes into consideration what the consumer think, feel, and do and the degree in which they resonate. Describe the steps in building brand resonance: ensure that consumers can id the brand and have associations in their minds. Make sure they remember the product class, benefit, and customer need. Who are you? (brand id) link what you are (the brand meaning) into the minds of consumers. 2: elicit the proper response (positive) from consumers when they see the brand (what do you feel about them?) Brand responses: convert brand responses to create brand resonance and intense active loyalty between the brand and consumer. Measures various aspects of the awareness of the brand and how easily and often the brand is evoked under various situations and circumstances. Brand performance describes how well the product or service meets customers more functional needs.
