20 Questions
What is the primary focus of the brand resonance model?
Building brand identity through tangible and intangible associations
Which step in the branding ladder precedes the development of brand meaning?
Ensuring identification of the brand with customers
What must occur before forging a relationship with a brand according to the text?
Eliciting the proper customer responses to the brand
Which question does the 'brand responses' step in the ladder correspond to?
What about you? What do I think or feel about you?
What does achieving the right brand identity mean?
Establishing brand salience with customers
What does brand awareness refer to?
The ability to recall and recognize the brand under different conditions
How is the depth of brand awareness measured?
By the likelihood of a brand element coming to mind
What does the breadth of brand awareness measure?
The range of purchase and usage situations in which the brand element comes to mind
What does building brand awareness help customers understand?
The product or service category in which the brand competes
What ensures that customers know which of their 'needs' the brand is designed to satisfy?
Building brand awareness
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?
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.
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.
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.
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.
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.
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.
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.
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.
What is the primary focus of the brand resonance model?
The primary focus of the brand resonance model is to create intense, active loyalty relationships with customers.
Test your knowledge about the steps involved in the brand resonance model, which focuses on building a brand in a sequence of contingent steps, each building on the success of the previous one.
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