Brand Resonance and The Brand Value Chain

Question 1

Measures various aspects of the awareness of the brand:

Answer 1

Brand Salience

Question 2

measures how likely it is for a brand element to come to mind and the ease with which it does so

Answer 2

Depth of Brand Awareness

Question 3

measures the range of purchase and usage situations in which the brand element comes to mind and depends to a large extent on the organization of brand and product knowledge in memory

Answer 3

The Breadth of Brand Awareness

Question 4

Describes how well the brand is:
- Meets customers’ more functional needs

Answer 4

Brand Performance

Question 5

Awareness + Equity =

Answer 5

Value

Question 6

Awareness + Image =

Answer 6

Knowledge

Question 7

Awareness + Association =

Answer 7

Equity

Question 8

measures the consistency of performance over time and from purchase to purchase

Answer 8

Reliability

Question 9

is the expected economic life of the product.

Answer 9

Durability

Question 10

The ease of repairing the product if needed.

Answer 10

Serviceability

Question 11

measures how well the brand satisfies customers’ service requirements.

Answer 11

Effectiveness

Question 12

describes the speed and responsiveness of service.

Answer 12

Efficiency

Question 13

is the extent to which service providers are seen as trusting, caring, and having the customer’s interests in mind

Answer 13

Empathy

Question 14

a functional aspect in terms of how a product works that affects performance associations.

Answer 14

Style and Design

Question 15

Consumers may organize their product category knowledge in terms of the price tiers of different brands.

Answer 15

Price

Question 16

is the way your customers perceive your brand.

Answer 16

brand image

Question 17

represents your product through visual appearance or any images you use.

Answer 17

brand imagery

Question 18

Four main intangibles linked to a brand:

Answer 18

1. User profiles
2. Purchase and usage situations
3. Personality and values
4. History, heritage, and user experience

Question 19

Through consumer experience or marketing activities, brands may take on personality traits.

Answer 19

Brand personality and values

Question 20

Five dimensions of brand personality

Answer 20

1. Sincerity
2. Excitement
3. Competence
4. Sophistication
5. Ruggedness

Question 21

down-to-earth, honest, wholesome, and cheerful

Answer 21

Sincerity

Question 22

daring, spirited, imaginative, and up-to- date

Answer 22

Excitement

Question 23

reliable, intelligent, successful

Answer 23

Competence

Question 24

upper class and charming

Answer 24

Sophistication

Question 25

outdoorsy and tough

Answer 25

Ruggedness

Question 26

what customers think or feel about the brand

Answer 26

Brand Responses

Question 27

customers' personal opinions about and evaluations of the brand, which consumers form by putting together all the different brand performance and imagery associations

Answer 27

Brand Judgements

Question 28

4 Types of Brand Judgements

Answer 28

1. Quality 2. Credibility 3. Consideration 4. Superiority

Question 29

Specific attributes and benefits of the brand that help develop consumer attitudes toward the brand.

Answer 29

Quality

Question 30

Extent to which customers see the brand as credible in terms of perceived:

Answer 30

Credibility

Question 31

Competence, innovation, and ability to lead.

Answer 31

Expertise

Question 32

Dependability and keeping customer interests in mind.

Answer 32

Trustworthiness

Question 33

Fun, interesting, and worth spending time with

Answer 33

Likability

Question 34

How personally relevant customers find the brand.

Answer 34

Consideration

Question 35

Extent to which customers view the brand as unique and better than other brands.

Answer 35

Superiority

Question 36

Customers’ emotional responses and reactions to the brand

Answer 36

Brand Feelings

Question 37

Six Important Types of Brand-Building Feelings

Answer 37

1. Warmth 2. Fun 3. Excitement 4. Security 5. Social Approval 6. Self Respect

Question 38

Soothing feelings that make consumers feel a sense of calm or peacefulness.

Answer 38

Warmth

Question 39

Upbeat feelings that make consumers feel amused, lighthearted, joyous, playful, and cheerful.

Answer 39

Fun

Question 40

Ability of the brand to make consumers feel energized and experience something special.

Answer 40

Excitement

Question 41

Ability of a brand to produce a feeling of safety, comfort, and self-assurance

Answer 41

Security

Question 42

Gives consumers a belief that others look favorably on their appearance and behavior.

Answer 42

Social Approval

Question 43

Brand makes consumers feel better about themselves.

Answer 43

Self-Respect

Question 44

Extent to which customers feel that they are in sync with the brand

Answer 44

BRAND RESONANCE

Question 45

4 Categories of Brand Resonance

Answer 45

1. Behavioral Loyalty 2. Attitudinal Attachment 3. Senses of Community 4. Active Engagement

Question 46

Repeat Purchases

Answer 46

Behavioral Loyalty

Question 47

views as something special, beyond positive

Answer 47

Attitudinal Attachment

Question 48

identification with community

Answer 48

Sense of community

Question 49

willing to invest time, energy, money or other resources in the brand beyond purchase/consumption

Answer 49

Active Engagement

Question 50

2 dimensions of the relationships consumers have with brands

Answer 50

1. Intensity 2. Activity

Question 51

measures strength of the attitudinal attachment and sense of community

Answer 51

Intensity

Question 52

tell us how frequently the consumer buys and uses the brand as well as engages in other activities not related to purchase and consumption

Answer 52

Activity

Question 53

a structured approach to assessing the sources and outcomes of brand equity and the way marketing activities create brand value

Answer 53

Brand Value Chain

Question 54

(Marketplace Conditions Multiplier)

Answer 54

Customer Mindset

Question 55

(Investor Sentiment Multiplier)

Answer 55

Market Performance

Question 56

stock price, price/earnings multiple, and overall market capitalization for the firm

Answer 56

Shareholder Value