Understanding Brand Resonance Model

Explain : Brand Resonance Model

According to this model, brand building is an escalating sequence of steps from bottom to top. The four phases of this model serve four basic questions that generally, consumers inquire about the brand.

These four steps comprise of six building blocks that should be placed in an orderly manner from bottom to top to attain the top level and flourish a successful brand.

Now, let us understand the above brand building blocks from bottom to top. It consists of:

Salience: It talks about the features of that particular brand.

Performance: It specifies how well brand fulfils customer’s requirements.
Imagery: It defines the external attributes of the brand products as well as approaches followed by the brand to fulfil customer’s need.

Judgement: It emphasizes the customer’s point of view and their assessment of the brand.

Feelings: Brand feelings are spontaneous responses of consumers about the particular brand.

Resonance: This is the final step of the block representing the customer’s relationship with a brand and their range of synchronicity with the brand.