Brand Resonance refers to the relationship that a consumer has with the product and how well he can relate to it.
The brand resonance begins with:
Brand Identification: The first and foremost step, is to ensure the brand identification with the customers, i.e. creates awareness about the product and establish an association in the minds of customers with respect to its usage and the segment for which it exists.
Brand Establishment: To create a full meaning of the product in the minds of customers, so that they start
remembering it.
Eliciting Response: Once the association is built with the customers, the next step is to elicit the responses, i.e.
what do customers feel about the brand?
Relationship: The next and final step is to convert the responses into building the customer’s strong relationship
with the brand.
Brand Resonance Pyramid
In order to accomplish these four pre-requisites for creating brand equity, the Six brand building blocks need
to be followed that are arranged in a pyramid-like structure called as Brand Resonance Pyramid.
Brand Salience: Brand salience means, how well the customer is informed about the product and how often it is evoked under the purchase situations?
The marketer should not only focus on just creating awareness about the product but also includes the ease
with which the customers can remember the brand and the ability to recall it under the different purchase
situations.
Brand Performance: Brand performance means, how well the functional needs of customers are met?
At this level of the pyramid, the marketers check the way in which the product is performing and how efficiently it is
fulfilling the needs of the customers.
Brand Imagery: Brand Imagery means, what product image the customer creates in their minds? This aspect deals with the customer’s psychology or the feelings that how they relate to the product in terms of their social needs.
Brand Judgments: Brand Judgment means, What the customer decides with respect to the product?
The customers make the judgment about the product by consolidating his several performances and the imagery
associations with the brand. On the basis of these, the final judgment is made about the product in terms of its
Perceived Quality, Credibility, Consideration, and Superiority.
Brand Feelings: Brand feelings mean, what customers feel, for the product or how the customer is emotionally attached to the product?
The consumer can develop emotions towards the brand in terms of fun, security, self-respect, social approval, etc.
Brand Resonance: Brand Resonance means, what psychological bond, the customer has created with the
brand?
This is the ultimate level of the pyramid, where every company tries to reach. Here the focus is on building a strong relationship with the customer thereby ensuring the repeated purchases and creating brand loyalty.
The resonance is the intensity of the customer’s psychological connection with the brand and the randomness to recall the brand in different consumption situations.
Also Read: Customer-Based Brand Equity Model (CBBE)
