Brand resonance is the highest level of relationship the customers can have with a brand.
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The four stages of Brand Resonance Pyramid are - brand identity, brand meaning, brand responses and brand relationships.
Brand salience is the first stage. The customers need to know who are you first. When someone sees your logo, do they know who you are, and do they know what you are selling. That is the first step.
The second stage has two parts. Performance and imagery.
Performance. The product or service under your brand name has to meet the customer’s functional needs. And of course, if you want to move to the higher stages, you will have to exceed the customer expectations. You have to be reliable and efficient.
Imagery. The customers can form the imagery from their own previous experience with you, they can form it through your advertising efforts and from words of mouth, what other consumers are saying about you.
Brand response. the customers know who you are and they know what you are all about.
This stage is how they react to that.
And here you have judgement and feelings.
Judgements.
From your performance and imagery, the customers are going to form their own judgement.
They will form their own opinions about every single aspect of your brand.
Feelings.
What do they feel when they think about your brand? Evoking a feeling from the customers is much harder than the previous option. Also make sure it is a positive feeling.
Brand Resonance:
How integrated the brand is with the personal identity of the customers.
The people that have reached this stage will feel the sense of community with others that have reached this stage and these people are also likely to engage with each other about their shared interest, that is your brand.
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Brand Extensions - • Brand Extensions Expla...
Brand Equity - • Brand Equity [Everythi...
Brand Positioning - • Brand Positioning || B...
Timestamps:
Introduction - 0:00
Brand Resonance Pyramid - 0:54
Brand Identity - 1:06
Brand Salience - 1:15
Brand Meaning - 1:46
Brand Performance - 1:52
Brand Imagery - 2:29
Brand Responses - 3:40
Brand Judgement - 3:59
Brand Feelings - 5:31
Brand Relationship - 6:17
Brand Resonance - 6:24
Summary Of Brand Resonance Model - 8:03
Bonus - 9:25
Outroduction - 9:40