In the brand resonance model of brand equity, the creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of this pyramid?
What will be an ideal response?
The six components of the brand resonance pyramid include:
1. brand salience–relates to how often and easily the brand is evoked under various purchase or consumption situations
2. brand performance–relates to how the product or service meets customers' functional needs
3. brand imagery–deals with the extrinsic properties of the product or service, including the ways in which the brand attempts to meet the customers' psychological or social needs
4. brand judgments–focus on consumers' own personal opinions and evaluations
5. brand feelings–customers' emotional responses and reactions with respect to the brand
6. brand resonance–refers to the nature of the relationship that customers have with the brand and the extent to which customers feel that they are "in sync" with the brand
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Compare and contrast a narrow market definition with a broad market definition. List three key benefits of using a broad market definition
What will be an ideal response?
Which would be the best way for an employer to assess someone's technical skills?
A. Ask the candidate questions about a particular subject or ask the candidate to solve a particular problem. B. Have the candidate take a Myers-Briggs Type Indicator test and compare their results to those of current employees. C. Have the candidate describe handling a past situation in which the customer was unwilling to answer questions. D. Ask the candidate to bring samples of documents they have prepared, such as procedures or flowcharts.
When the sales price per unit decreases, the contribution margin per unit ________
A) increases proportionately B) increases C) remains the same D) decreases
A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a
A. clustering management system. B. customer relationship management system. C. diversification management system. D. product positioning matrix. E. product differentiation matrix.