Brand Resonance & Brand Value Chain

These 4 steps of the brand resonance model represent a set of fundamental questions that customers invariably ask about brands - at least implicitly. The 4 questions are relating to Brand Identity, Brand Meaning, Brand Responses and

• 1. Brand Image

• Brand Relationships

• Brand Association

• 1. Brand Value

The six brand building blocks based on the brand resonance model are brand salience, brand performance, brand judgment, brand feeling and _______

• Brand Resonance

• Brand Coherence

• 1. Brand Hierarchy

• 1. Brand Portfolio

What is the third step in building a strong brand?

• Establish the brand meaning

• 1. Create a loyalty relationship with the customers and the brand

• Identify the brand with customers

• Obtain customer response

Which stage of the brand value chain focuses on the marketing activities that create brand value?

• Stage 1: Marketing Program Investment

• Stage 2: Customer Mind-Set

• Stage 3: Market Performance

• Stage 4: Shareholder Value

Which factor influences the extent to which the value created in the minds of customers affects market performance?

• Brand Awareness

• Market Dynamics

• Competitive Superiority

• Growth Potential

What are the three important indicators used by the financial marketplace to assess brand value in the stage of Shareholder Value?

• Market dynamics, risk profile, brand contribution

• Stock price, price/earnings multiple, market capitalization

• Brand Awareness, brand associations, brand attitudes

• Competitive superiority, channel support, customer size

The Brand Planning Models are interlocked by how many models in total?

• 1

• 2

• 3

• 4

The strongest brands which consumers become so attached and passionate that they, in effect, become what?

• Evangelists

• Affiliates

• Loyal customers

• 1. Aspirational customers

Customer equity tends to put more emphasis on strategic issues in managing brands and how marketing programs can be designed to create and leverage brand awareness and image with customers.

• True

• False

 The customer equity perspective puts much focus on the bottom-line financial value created by customers

• True

• False