What is brand resonance?
Brand resonance refers to how consumers perceive a brand and what values they associate with it.
In other words, brand resonance is about whether consumers can identify with a brand or not.
In today’s over-saturated market, this is crucial, as it helps differentiate brands by creating a meaningful relationship with consumers.
This article takes a closer look at how brand resonance can be visualized through a model.
What does the brand resonance model consist of?
The model that represents brand resonance is typically structured as a pyramid. It illustrates the stages of a consumer’s relationship with a brand as they become more familiar with it.
Brand Identity
The first level of the model refers to the brand’s identity. It is vital to have a clear definition of what a brand offers, as well as the mission, vision, and values that distinguish it from competitors.
This identity is usually expressed through visual elements (such as logos and slogans) and the communication strategy implemented.
Brand Meaning
With a clear identity in place, the next step is to understand what meaning consumers assign to the brand.
This level is divided into two components: brand performance and brand imagery. It explores how a brand is perceived both functionally and emotionally by consumers.
On the functional level, consumers evaluate aspects such as quality, price, design, and service.
On the emotional level, the focus is on which values and lifestyle associations are linked to the brand.
What is branding? Learn more here.
Brand Response
As the name suggests, the next level refers to how consumers respond to and react toward the brand.
Again, this level is split into two parts: brand judgements and brand feelings. Consumers assess how relevant the brand is and whether it evokes positive emotions such as safety, joy, and satisfaction.
Future recommendations among consumers depend heavily on a positive brand response.
Brand Relationship
The final level of the pyramid refers to the relationship that has developed between the consumer and the brand, based on their personal experiences or through reviews and feedback from others.
Why is brand resonance important?
The relationship between consumers and brands has never been more important. Ongoing loyalty and engagement are key drivers of success for any brand today.
Building a strong identity and fostering a relationship with your customers that leaves a positive impression is essential. The brand resonance model breaks this process down into manageable stages, supporting your overall marketing efforts.
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