Running Head: BRAND RESONANCE MODEL
Brand Resonance Model
(Name)
(Institution’s Name)
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Building a strong organization would mean development of a strong brand. Strong brand
is the objective of various organizations. Therefore, strong brands with vital equity are the source
of major benefits experienced to a company. Branding will increase the customer loyalty and
reduce the existence of competitive marketing acts also marketing crises. Moreover, strong
brands creates favorable environment where customers can air responses resulting from price
increase or decrease on the product. In addition, organizations benefit from the strong brand by
the increase in trade or intermediary support and cooperation. Thus, any organization is required
to come up with a strong brand in order for it to realize the benefits.
Marketers experience a challenge in building strong, unique, and favorable unions,
however it is more prudent to develop a customer-based brand. This paper chooses Nike as a
marketing brand; it will also illustrate the brand resonance model using Nike. Nike has
established its strong association with the consumers by involving in product innovation and
peak performance in athletics. The components of the model are: Judgments, resonance, feelings,
imagery, performance, and salience. Furthermore, creation of a strong brand will involve
reaching the peak of the pyramid because of establishing the right- building blocks as portrayed
by figure 1.
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Figure 1 Represents the Brand (consumer) Resonance Model
Brand meaning is the key step in building a strong brand to any organization. Brand
salience is responsible for the image created in customers’ mind before they decide on the
product’s essence. Nike as strong brand being associated with sports will be the first option for
the customers interested in buying sports gear. Brand performance; brand equity is determined
by the product itself, since it is the first customers’ experience with a brand. Therefore, Nike is a
recognized brand with high performance they design durable, lightweight shoes for runners. Nike
achieved this by listening to the runners’ requirements and their zeal for running; therefore, it
designed the product that satisfied the attributes of an athlete’s shoe.
Brand imagery attributes to the extrinsic properties on the services or products the firm
offers, including the techniques involved by the brand attempts to satisfy both the social and
psychological needs of the customers. Nike has achieved imagery by its name and logo that is
memorized easily by most of the customers. Moreover, Nike brand image is contributed by the
global awareness and popularity for the brand. How does the brand affect the customers’
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feelings? Brand feelings refer to the emotional reactions of the customers towards the product.
The important brand- building feelings are: warmth, ecstasy, self-respect, freedom, security, fun,
and social approval. Nike puts its brand promises freedom; however, the initiation of Nike free
line extends the freedom to personage product messaging. Nike judgments are among the
building blocks that realized its success. Nike branded products have answered the customers
questions on the quality, consideration, credibility, and superiority. Resonance focuses on how
the brand gained the popularity and recognition amongst the customers. Nike values its
relationship with customers through creation of sense of community whereby Nike is associated
with world celebrities like Michael Jordan.
Nike is an example of a Community-Based Brand Equity model therefore; equity has
effects to both the model and the brand. Nike and the model parity lead to reduction in
vulnerability to marketing crisis. There will be an affirmative relationship between the customers
and the firms due to the efficient communication channels. The brand will benefit from quest for
its extensions. The effectiveness of the model yields licensing opportunities. Parity in the brand
and the model leads to increased marketing communications.
In conclusion, Nike and its competitors shares points of parity in the sell of equipments.
However, the points of difference really matters in the case of Nike. The key strategy set by Nike
is its involvement in all sports, football, tennis, basketball, and athletics among others.
Furthermore, technology is another point of difference employed by Nike through the innovation
in the sportswear. Nike+ipod is a key proof to the point of difference both in sports and
technology. This contributes to the brand global popularity that leads to the realization of any
organizations goal.