CHAPTER 3

Brand building blocks:

• Breadth and depth awareness, product category structure, strategic implications

• Salience, performance, imagery, judgements, feelings, resonance

• Identification, brand meaning, responses and active loyalty relationship

• Brand quality, credibility, consideration and superiority

Elements of brand awareness

• Breadth and depth awareness, product category structure, strategic implications

• Salience, performance, imagery, judgements, feelings, resonance

• Identification, brand meaning, responses and active loyalty relationship

• Brand quality, credibility, consideration and superiority

 We can break down brand resonance into four categories:

• Behavioral loyalty, attitudinal attachment, sense of community and active engagement

• Salience, performance, imagery, judgements, feelings, resonance

• Identification, brand meaning, responses and active loyalty relationship

• Brand quality, credibility, consideration and superiority

Elements of brand judgement

• Breadth and depth awareness, product category structure, strategic implications

• Salience, performance, imagery, judgements, feelings, resonance

• Identification, brand meaning, responses and active loyalty relationship

• Brand quality, credibility, consideration and superiority

Which is the first step of brand building?

• Ensure identification of the brand with customers

• Firmly establish the totality of brand meaning in the minds of customer

• Obtain the proper customer responses to the brand

• Create an intense active loyalty relationship between customers and the brand

Which is the second step of brand building?

• Ensure identification of the brand with customers

• Firmly establish the totality of brand meaning in the minds of customer

• Obtain the proper customer responses to the brand

• Create an intense active loyalty relationship between customers and the brand

Which is the third step of brand building?

• Ensure identification of the brand with customers

• Firmly establish the totality of brand meaning in the minds of customer

• Obtain the proper customer responses to the brand

• Create an intense active loyalty relationship between customers and the brand

Which is the fourth step of brand building?

• Ensure identification of the brand with customers

• Firmly establish the totality of brand meaning in the minds of customer

• Obtain the proper customer responses to the brand

• Create an intense active loyalty relationship between customers and the brand

The four key questions in brand positioning are:

• Who are you? What are you? What about you? What about you and me?

• What are you? Why are you? How can you help me? What can you offer?

• Who are you? How are you different? What can you do for me? What do you stand for?

• What are you? Why are you? What about you and me? What can you do for me?

Measures various aspects of the awareness of the brand and how easily and often the brand is

evoked under various situations or circumstances. 

• Salience

• Performance

• Imagery

• Judgements

• Resonance