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Essay / Research Paper Abstract
A 3 page paper. Branding is crucial for success. This paper discusses brand resonance, what it is and the steps in the pyramid. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: ME12_PGbrrsn.rtf
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Unformatted sample text from the term paper:
citation methods listed below. Citation styles constantly change, and these examples may not contain the most recent updates.?? BRAND RESONANCE Enterprises,
Inc. , August 2010 properly! Branding is essential for a company to be successful. Consumers place different
values on brands and will often purchase a new product simply because of the brand. There are three primary models for branding: brand positioning; brand resonance; and brand value chain.
This paper will discuss Brand Resonance. The major characteristic of brand resonance is the connection between the brand and the consumer. A strong resonance leads to strong customer loyalty,
which is invaluable for the company (Value Chain Group, 2007). There are six steps in brand resonance that are typically illustrated as a pyramid. The six steps are Salience, Performance
and Imagery; Judgments and Feelings; and Resonance. The first step, which is at the bottom of the pyramid is Salience, it is identity and answers the question of who the
brand is (Keller, 2006). Consumers must get to know the brand and understand what that brand is. Salience is about how often a consumer will think of the brand, which
indicates the consumers awareness of the brand (Value Chain Group, 2007). At this point, companies must have a strong marketing campaign to introduce the brand to market. This is true
for a product, a service or even a new store. It is even true for established companies who are breaking into a new industry. Think about Apples introduction of the
iPhone. The second and third stages in the pyramid are about meaning and are comprised of Performance and Imagery. At this stage, consumers are beginning to understand the similarities
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