Brand Resonance : A Brand Essay

Brand Resonance : A Brand Essay

Length: 1158 words (3.3 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

A brands main goal is to build a relationship amongst each individual customer. This means the customers should have a psychological and deep emotional connection with the brand. A term used for this is brand resonance. Brand resonance as defined in lecture is a brand that emotionally connects to the customer by embedding in the routine and enhancing the experience of its users. By achieving brand resonance the brand must achieve the following three categories: behavioral loyalty, sense of community and active engagement.
In order for a brand to fall under the category behavioral loyalty customers must not only be brand loyal, but also feel that it is the only brand out there that has the product they need (pg.96). For example, if the product you are looking for is not at the store, but there are other brands that carry it- you will go to another store to find that brand. If your brand can achieve this, you have reached one category.
Sense of community is when you can relate to others who use this brand. For example, when you are at store and you notice someone picking the same brand of shoes as you, you find yourself to be similar. If the yare running shoes like Nike 5.0 you will look at them to see if they have a runners body or look to see what they might wear with those shoes. You will immediately feel similar and you might strike up a conversation asking them why they like those shoes, which there are others out there. If you have entered the stage where people relate with your brand- your brand is succeeding.
Last there is the active engagement category. This shows how involved your customer is with your brand. This can be noticed in a variety of ways like receiving updates via email, signing up for their rewards pro...


... middle of paper ...


...ose Victoria Secret, Aveda and OGX (brand of shampoo/ conditioner). If it was hard to identify three brands of resonance, what does this say? It says that brands aren’t achieving the final step in building a strong brand (pg.79). If brands can only grab their customers at levels that almost any brand can obtain, then how will they fully get that customer to become loyal? It isn’t enough for brands to just identify themselves and explain who they are and watching consumers respond to their brand (pg.79). It is not enough to have you customers just thinking about your brand- it needs more. If you can make your brand become apart of them like their daily activities, conversations and allow them to make a deep connection then that customer should never leave the brand. This means they will have more loyal customers then brands that cant truly connect with their audience.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Function of a Brand Exploratory Essay

- Brand Exploratory A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand....   [tags: Brand Audits, CBBE]

Better Essays
1121 words (3.2 pages)

Kevin Keller 's Brand Equity Model Essay

- Kevin Keller’s brand equity model is known as the Customer Based Brand Equity Model (CBBE). This model was first introduced in his book, Strategic Brand Management. According to the model, a company must shape how customers think, feel, and act towards a product in order to build a strong brand. A consumer must have the right type of experience around the brand, which foster positive thoughts, opinions, perceptions, beliefs and feelings. By building strong brand equity, customers will recommend company products and will buy more of them....   [tags: Brand, Brand management, Branding]

Better Essays
1751 words (5 pages)

Starbucks Brand Analysis Essay

- Starbucks is famous for its cold and hot drinks that it offers to its consumers. While the product is available and useful to almost everyone, it will be important to base the research on a particular group of people while trying to measure the organization’s brand equity. The best target population will be the men and women from the ages of 25 to 44 because it contains the larger number of the target market. These populations are characterized by relatively high incomes, professional careers and are always keen on their social welfare....   [tags: Coffee, Brand, Brand management, Branding]

Better Essays
826 words (2.4 pages)

Essay Brand Equity For Institutions Of Higher Learning

- VIII. Brand Equity for Institutions of Higher Learning Marketers and practitioners have begun to realize the economic value in brands and consumer relationships. Brands are assets that have real value and are the most important aspect of any company (Aaker, 2014). The concept of brand equity is particularly relevant to consumer choice in physical products, but recently scholars have applied the concept to the service sector (Ennew, Kortam and Mourand, 2011; (Garcia-Salmones, Herrero-Crespo & San Martín Gutiérrez, .2016)....   [tags: Brand, Brand management, Branding, Graphic design]

Better Essays
796 words (2.3 pages)

Building a Strong Brand Equity Essay

- Introduction While the firm is based on the High Street of the town, annual revenue between £40000 and £50000 is not good enough. The company is not competitive and only hold a small part of market shares. This report aims to suggest and propose methods that help the company to reposition. It is important to figure out the problems in order to become more competitive in the market. Minority of customers contact the company by email and most of the customers purchase goods and services by going into the shop directly....   [tags: Complementary Suggestions, Core Customer]

Better Essays
1875 words (5.4 pages)

Brand Exploratory Essay

- Brand Exploratory A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand....   [tags: Marketing]

Better Essays
1334 words (3.8 pages)

Essay on Building Brand Equity

- Analysis & Finding In his CBBE framework, Keller identified 6 key elements needed to build brand equity; Brand Salience, Brand Imagery, Brand Performance, Consumer Feelings & Judgements and Brand Resonance (appendix 7). From the conducted research this report will ascertain the degree to which HTC satisfies each level of Keller’s model. Brand Identity According to Keller the first step in ‘building a strong brand’ involves creating ‘brand identity’ (Keller, 2001). “Achieving the right brand identity involves creating brand salience....   [tags: Marketing ]

Better Essays
1423 words (4.1 pages)

How the Polo Ralph Lauren Brand Has Achieved Such High Success Essay

- Polo Ralph Lauren the brand has become one of successful brand in America and across the world, as a well-known player in the design and lifestyle industry, under bender Polo Ralph Lauren collection of product range from reasonably inexpensive to expensive brand in men’s, women’s and children wear, accessories, perfumes and home furnishings. Widely seen as the number one brand that symbolize the American Style, Polo Ralph Lauren has implemented to its marketing strategy, which has leaded they to become a strong brand equity since being set up....   [tags: four steps of Keller's CBBE model ]

Better Essays
1559 words (4.5 pages)

Essay about Business Analysis : Burberry 's Sales Associates

- In terms of affordability, Burberry which is presented as ‘accessible luxury’ mainly targets the niche between Polo Ralph Lauren/Giorgio Armani in apparel and Coach/Gucci in accessories (Moon, 2004). 5-5 People Management Christopher Bailey who used to be a chief creative officer took up the role of Chief Creative and chief executive officer (Burberryplc.com, 2015). As he does not have any experience working as a CEO before it must cause huge work load to him therefore potential risk for Burberry (Butler, 2013)....   [tags: Brand, Branding, Brand management, Brand equity]

Better Essays
1044 words (3 pages)

Aspirational Fitness Goers: Nike Brand Essay

- 1.0 Introduction The subculture chosen for this report is; Aspirational Fitness Goers. In further detail this subculture is derived from a broader cultural group of Fitness. From here this culture is spilt up into many degrees of ‘Fitness’. Aspirational Fitness Goers are those people, mainly young women, that aspire to the idea of being fit and healthy, however; require a high degree of ongoing motivation and reminders that this end goal of being fit is attainable. This subculture consumes large amounts of time on leisure activities such as watching television and exploring the internet....   [tags: subcultures, advertisement analysis]

Better Essays
1812 words (5.2 pages)