Page 272 - Marketing Management

CREATING BRAND EQUITY | CHAPTER 9 249

Branding Objective at |Fig. 9.4|
Stages of Brand Development Brand Building Each Stage
Blocks
Brand Resonance
4. Relationships = Intense, Pyramid
What about you and me? active loyalty
Resonance

3. Response = Positive,
What about you? Judgments Feelings accessible reactions

2. Meaning = Performance Imagery Points-of-parity
What are you? & difference

1. Identity = Salience Deep, broad
Who are you? brand awareness
MasterCard’s “Priceless”
campaign reinforces the emo-
tional rewards of the brand.

• Brand judgments focus on customers’ own
personal opinions and evaluations.
• Brand feelings are customers’ emotional re-
sponses and reactions with respect to the brand.
• Brand resonance describes the relationship
customers have with the brand and the extent
to which they feel they’re “in sync” with it.

Resonance is the intensity of customers’ psycho-
logical bond with the brand and the level of activity it
engenders. 23 Brands with high resonance include
Harley-Davidson, Apple, and eBay. Fox News has
found that the higher levels of resonance and engage-
ment its programs engender often lead to greater re-
call of the ads it runs. 24

Building Brand

Equity

Marketers build brand equity by creating the right
brand knowledge structures with the right con-
sumers. This process depends on all brand-related
contacts—whether marketer-initiated or not. 25
From a marketing management perspective, how-
ever, there are three main sets of brand equity drivers:

1. The initial choices for the brand elements or iden-
tities making up the brand (brand names, URLs,
logos, symbols, characters, spokespeople, slogans,
jingles, packages, and signage)—Microsoft chose
the name Bing for its new search engine because
it felt it unambiguously conveyed search and the
“aha” moment of finding what a person is look-
ing for. It is also short, appealing, memorable,
active, and effective multiculturally. 26