Brand Resonance Model Steps Quiz

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What is the primary focus of the brand resonance model?

Ensuring identification of the brand with customers
Creating intense, active loyalty relationships with customers
Establishing the totality of brand meaning in customers' minds
Building brand identity through tangible and intangible associations (correct)

Which step in the branding ladder precedes the development of brand meaning?

Ensuring identification of the brand with customers (correct)
Eliciting the proper customer responses to the brand
Firmly establishing the totality of brand meaning in the minds of customers
Converting brand responses to create brand resonance

What must occur before forging a relationship with a brand according to the text?

Creating intense, active loyalty relationships with customers
Eliciting the proper customer responses to the brand (correct)
Ensuring identification of the brand with customers
Firmly establishing the totality of brand meaning in the minds of customers

Which question does the 'brand responses' step in the ladder correspond to?

What about you? What do I think or feel about you? (C) Signup and view all the answers

What does achieving the right brand identity mean?

Establishing brand salience with customers (C) Signup and view all the answers

What does brand awareness refer to?

The ability to recall and recognize the brand under different conditions (B) Signup and view all the answers

How is the depth of brand awareness measured?

By the likelihood of a brand element coming to mind (B) Signup and view all the answers

What does the breadth of brand awareness measure?

The range of purchase and usage situations in which the brand element comes to mind (C) Signup and view all the answers

What does building brand awareness help customers understand?

The product or service category in which the brand competes (A) Signup and view all the answers

What ensures that customers know which of their 'needs' the brand is designed to satisfy?

Building brand awareness (A) Signup and view all the answers

What are the four steps in the brand resonance model, and what fundamental questions do they correspond to?

The four steps are brand identity, brand meaning, brand responses, and brand relationships. They correspond to the fundamental questions: Who are you?, What are you?, What about you? What do I think or feel about you?, and What about you and me? What kind of association and how much of a connection would I like to have with you? Signup and view all the answers

What is the significance of the ordering of steps in the branding ladder according to the text?

The ordering of steps in the branding ladder, from identity to meaning to responses to relationships, ensures that meaning cannot be established without creating identity, responses cannot occur without developing the right meaning, and a relationship cannot be forged without eliciting the proper responses. Signup and view all the answers

What must occur before forging a relationship with a brand, according to the brand resonance model?

According to the brand resonance model, the proper customer responses to the brand must occur before forging a relationship with the brand. Signup and view all the answers

What is the primary focus of the brand resonance model?

The primary focus of the brand resonance model is to create brand resonance and an intense, active loyalty relationship between customers and the brand. Signup and view all the answers

What does brand salience measure?

Brand salience measures various aspects of the awareness of the brand and how easily and often the brand is evoked under various situations or circumstances. Signup and view all the answers

What does brand awareness refer to?

Brand awareness refers to customers’ ability to recall and recognize the brand under different conditions and to link the brand name, logo, symbol, and so forth to certain associations in memory. Signup and view all the answers

What does building brand awareness help customers understand?

Building brand awareness helps customers understand the product or service category in which the brand competes and what products or services are sold under the brand name. Signup and view all the answers

What does the depth of brand awareness measure?

The depth of brand awareness measures how likely it is for a brand element to come to mind, and the ease with which it does so. Signup and view all the answers

What does the breadth of brand awareness measure?

The breadth of brand awareness measures the range of purchase and usage situations in which the brand element comes to mind. Signup and view all the answers