Marketing_Management_14th_Edition-min

CREATING BRAND EQUITY | CHAPTER 9 249
Stages of Brand Development Brand Building
Blocks
4. Relationships =
What about you and me?
Resonance
Branding Objective at
Each Stage
Intense,
active loyalty
|Fig. 9.4|
Brand Resonance
Pyramid
3. Response =
What about you?
Judgments
Feelings
Positive,
accessible reactions
2. Meaning =
What are you?
Performance
Imagery
Points-of-parity
& difference
1. Identity =
Who are you?
Salience
Deep, broad
brand awareness
MasterCard’s “Priceless”
campaign reinforces the emotional
rewards of the brand.
• Brand judgments focus on customers’ own
personal opinions and evaluations.
• Brand feelings are customers’ emotional responses
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’ psychological
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 engagement
its programs engender often lead to greater recall
of the ads it runs. 24
Building Brand
Equity
Marketers build brand equity by creating the right
brand knowledge structures with the right consumers.
This process depends on all brand-related
contacts—whether marketer-initiated or not. 25
From a marketing management perspective, however,
there are three main sets of brand equity drivers:
1. The initial choices for the brand elements or identities
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 looking
for. It is also short, appealing, memorable,
active, and effective multiculturally. 26