brand resonance model ( refrence to cars)
TRANSCRIPT
TOPIC – BUILDING CAR BRAND USING RESONANCE MODEL
INTRODUCTIONBrand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
Salience
Rational Emotional
Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
SalienceWho are you?
Brand Resonance Pyramid
Resonance
Judgments Feelings
PerformanceWhat are you? Imagery
Salience
Definition
A measure of how well a brand meets the wants and needs of consumers.
Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance
Salience
ImageryWhat are you?
Brand Resonance Pyramid
Resonance
Feelings
Performance Imagery
Salience
JudgmentsWhat about you?
Brand Resonance Pyramid
Resonance
Judgments
Performance Imagery
Salience
FeelingsWhat about you?
Brand Resonance Pyramid
Judgments Feelings
Performance Imagery
Salience
ResonanceWhat about you and me?
BRAND RESONANCE MODEL USED FOR CAR
1. Salience: who are you, DC CARS ?
• DC CARS is a premium luxury car manufacturer established since . Its
three-pointed star is recognizable anywhere. Is part of “German Big
3” along with Audi and BMW, the best selling car manufacturers in
the world.
2. Performance/Imagery : what are you dc cars?
• Performance: DC CARS cars are renowned for their safety. Indeed, the
INDIAN automaker innovated with crumple zone and was one of the
first to introduce the airbag and ABS systems
3. Judgments/Feelings: what do the customer think or feel about DC CARS ?
• Considering their features and history, DC CARS cars are judged
prestigious and high quality. Imagery and all steps below arouse
feelings such as sense of achievement, confidence or success.
4. Brand resonance : what about DC CARS and the customer ?
• Even if they are not purchasing a car, many people are attached to DC
CARS through social media (17m likes on Facebook), clubs (Club DC
CARS india) and websites.
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