Brand-Building Implications: I. Salience
Brand-Building Implications: I. Salience
Brand-Building Implications: I. Salience
The brand resonance model provides a road map and guidance for brand building, a yard- stick by which brands
can assess their progress in their brand-building efforts as well as a guide for marketing research initiatives.
With respect to the latter, one model application aids in brand tracking and providing quantitative measures of
the success of brand-building efforts (see Chapter 8). Figure 3-4 contains a set of candidate measures for the six
brand building blocks.
The brand resonance model also reinforces a number of important branding tenets, five of which are particularly
noteworthy. We discuss them in the following sections.
I. Salience
What brands of product or service category can you think of? (using increasingly specific product category cues)
situations . . . ?
How frequently do you think of this brand?
II. Performance
Compared with other brands in the category, how well does this brand
provide the basic functions of the product or service category? Compared with other brands in the category, how well does
this brand
satisfy the basic needs of the product or service category? To what extent does this brand have special features?
How reliable is this brand?
How durable is this brand?
requirements?
How efficient is this brand’s service in terms of speed, responsiveness, and
so forth?
How courteous and helpful are the providers of this brand’s service? How stylish do you find this brand?
How much do you like the look, feel, and other design aspects of
this brand?
Compared with other brands in the category with which it competes, are
this brand’s prices generally higher, lower, or about the same? Compared with other brands in the category with which it
competes, do
this brand’s prices change more frequently, less frequently, or about the same amount?
III. Imagery
To what extent do people you admire and respect use this brand? How much do you like people who use this brand?
How well do the following words describe this brand: down-to-earth,
outdoorsy?
What places are appropriate to buy this brand?
How appropriate are the following situations to use this brand?
Can you buy this brand in a lot of places?
Is this a brand that you can use in a lot of different situations?
To what extent does thinking of the brand bring back pleasant memories? To what extent do you feel you grew up with the
brand?
IV. Judgments
Quality
Credibility (cont.)
How much do you like this brand?
How much do you admire this brand?
How much do you respect this brand?
Consideration
How likely would you be to recommend this brand to others? Which are your favorite products in this brand category?
How personally relevant is this brand to you?
Superiority
How unique is this brand?
To what extent does this brand offer advantages that other brands
cannot?
How superior is this brand to others in the category?
V. Feelings
Does this Does this Does this Does this Does this Does this
VI. Resonance
Loyalty
If this brand were not available, it would make little difference to me if I had to use another brand.
Attachment
It should be recognized that the core brand values at the bottom two levels of the pyramid—brand salience, performance, and imagery—are
typically more idiosyncratic and unique to a product and service category than other brand values.