Brand loyalty, brand attachment, brand community, and brand commitment are the four factors that contribute greatly to brand resonance. The 4 stages of brand resonance. Brand resonance is how well customers and customers relate to a specific brand. This is how they perceive the values and objectives of that brand.
It's how brands can establish relationships with their target audience. Strictly speaking, when people talk about brand resonance, they are referring to a “pyramid of brand resonance”. All of this comes from Keller's brand equity model, which is also known as the customer-based brand equity model. Brand resonance is the final stage of the model and is arguably the most desirable to achieve.
It refers to the “nature” of the relationship that customers have with the brand (Keller, 201). It can be divided into 4 stages: loyalty, attachment, sense of community and active commitment. Keller (200) says that “brand resonance is the key to creating deep ties and evoking strong emotions. Harley Davidson is a brand that has established a strong brand through the use of this principle.
Their customers are extremely loyal, as around 45% of owners have owned a Harley (Rifkin, 201). There is a sense of community due to the fact that they have a global group of Harley owners that organize regular events for their 900,000 members, who enjoy the benefits of magazines, a visitor's manual, emergency road service, insurance and discounted hotel rates (Keller, 201. The company has been able to create a community of enthusiasts ranging from young children to older people). This is based on quality, credibility, consideration of your needs and the position of the brand among other brands. Brand images The purpose of brand images is for your brand to connect the right message with the consumer; this will create a strong feeling in your brand's images.
Brand resonance is “the relationship that a customer has with your product and how well they can relate to it”. These experiences will lay the foundation for building relationships and memories with the brand and will make resonance much easier. As a result, Patagonia can promote its brand equity from a financial point of view through a morally aesthetic path, thus building on the foundations of a secure brand. Brand value can be used to guide branding activities when a company wants to expand its product line.
Now that we have an overview of the model and the pyramid, let's look at each layer in detail and see what could be done to strengthen specific aspects of a brand. Once a strong brand awareness has been created and customers respond positively, retaining those customers is a very important task. You may know the needs of your target market, but it's also important to convey how the brand can meet those needs. Kotler (201) defines brand equity as the “differential effect that knowing the brand name has on the customer's response to the product or on its marketing”, reflecting Keller's opinion in 1993. The customer-based definition emphasizes that the power of a brand lies in what resides in the hearts and minds of customers.
It makes Apple less vulnerable in its market because most of us don't even think about other brands or consider them.
