Question

Please answer in a paragraph: The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. Identify and explain the six components of the brand resonance pyramid.

Answer 1

Brand Resonance:

Brand Resonance Means to the relationship that a consumer has with the product and how well he can relate to it.

The Six Components of the Brand Resonance Pyramid:

1. Brand Salience: The 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 the 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.

2. Brand Performance: The Brand performance means, how well the functional needs of the customers are met. At this level of the pyramid, the marketers check the way in which product is performing and how efficiently it is fulfilling the needs of the customers.
3. Brand Imagery: The Brand Imagery means, what product image the customer create 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.

4. Brand Judgements: The Brand Judgement means, What 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.

5. Brand Feelings: The Brand feelings means, 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.

6. Brand Resonance: The 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 the strong relationship with the customer thereby ensuring the repeated purchases and creating the brand loyalty.

The resonance is the intensity of customer’s psychological connection with the brand and the randomness to recall the brand in different consumption situations.