BRAND RESONANCE AS A
STRATEGIC MARKETING TOOL
Professor Kevin Lane Keller
Tuck School of Business
Dartmouth College
Agenda
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Understanding Brand Resonance
Managing the Four Components of
Brand Resonance
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Key concepts
Case studies
Summary & Discussion
2
Definition of
Customer-Based Brand Equity

The differential effect that brand
knowledge has on customer response
to brand marketing activity

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Sources: Thoughts, feelings, images,
experiences, beliefs, attitudes, experiences,
etc.
Outcomes: Revenue enhancements & cost
savings
3
Brand Resonance
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The marketing challenge is to ensure
consumers have the right types of experiences
to create the right brand knowledge
Brand resonance is when consumers feel that
they are “in synch” with a brand
Creating brand resonance involves a series of
steps as part of a “branding ladder”
Creating brand resonance is also characterized
by a logically constructed set of brand
“building blocks.”
BRAND RESONANCE PYRAMID
Stages of Brand
Development
4
RELATIONSHIPS:
What about you & me?
3
RESPONSE:
What about you?
2
MEANING:
What are you?
Building
Blocks
Feelings
1
Positive,
Accessible
Reactions
Points-of-Parity
& Difference
Performance
IDENTITY:
Who are you?
Intense,
Active Loyalty
Resonance
Judgments
Branding
Objective at
Each Stage
Salience
Imagery
Deep, Broad
Brand
Awareness
Brand Resonance
Building Blocks: Salience

Salience
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Depth and breadth of brand awareness
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Recognition and recall at purchase and consumption
How easily and often the brand is thought of

In all the right places … at all the right times … in all the right
ways
Brand Resonance Building Blocks:
Performance & Imagery

Performance

What the brand does to meet customers' more
functional needs.
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Brand performance refers to the intrinsic properties of the brand
in terms of inherent product benefits.
Imagery

How people think about a brand abstractly rather than
what they think the brand actually physically does.
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Brand imagery is thus more extrinsic properties of the brand.
Four important intangible dimensions are:
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Type of user
Brand personality
History & heritage
Experiences
Superior Competitive Positioning
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Performance and Imagery associations should be chosen
to help the brand achieve a superior competitive
positioning
Develop 3-5 unique brand points-of-difference (POD’s)
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Desirable to consumer
Deliverable by the company
Differentiatied from competitors
Establish 2-4 shared brand points-of-parity (POP’s)
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Negate competitor points-of-difference
Overcome perceived vulnerabilities from points-of-difference
Demonstrate category credentials
Kevin Lane Keller, Brian Sternthal, and Alice Tybout (2002), “Three Questions You Need to Ask
About Your Brand,” Harvard Business Review, September, 80 (9), 80-89.
8
Brand Resonance Building Blocks:
Judgments & Feelings
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Judgments
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Consumers overall brand evaluations
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How consumers combine performance and imagery
associations to form different kinds of brand opinions
Quality, satisfaction, credibility, consideration, superiority
Feelings
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Consumers emotional responses and
reactions to the brand
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Can be mild or intense; positive or negative; or
experiential or enduring in nature.
Can also relate to the social currency evoked by the
brand.
Dimensions of Brand Feelings
Brand feelings can be divided into two broad categories:
 Experiential – immediate, short-lived during purchase/consumption
 Enduring – private, possibly part of day-to-day life
Brands should have one, or ideally both, types of feelings
Increasing
level of
intensity
Experiential Feelings
Enduring Feelings
• Warm
• Sense of Security (Inner-directed)
• Fun
• Social Approval (Outer-directed)
• Exciting
• Self-Respect (Actualization)
Self-Respect
Sense of Security Social Approval
Inner-Directed
Outer-Directed
Higher
level of
values &
needs
Brand Resonance Building Blocks:
Resonance
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Resonance
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The extent to which customers feel that
they are “in synch” with the brand
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Intensity or depth of the psychological bond that
customers have with the brand or others
Level of activity engendered by this loyalty
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Repeat purchase rates
The extent to which consumers seek out brand
information, events, or other loyal customers
The Four Components of
Brand Resonance
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Behavioral Loyalty
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Attitudinal Attachment
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When customers view the brand as being something special in a
broader context
Active Engagement
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Customers’ repeat purchases and the amount or share of category
volume attributed to the brand
When customers are willing to invest personal resources on the
brand – time, energy, money, etc. – beyond those resources
expended during purchase or consumption of the brand
Sense of Community

When customers feel a kinship or affiliation with other people
associated with the brand.
BRAND RESONANCE PYRAMID
Stages of Brand
Development
4
RELATIONSHIPS:
What about you & me?
3
RESPONSE:
What about you?
2
MEANING:
What are you?
Building
Blocks
Feelings
1
Positive,
Accessible
Reactions
Points-of-Parity
& Difference
Performance
IDENTITY:
Who are you?
Intense,
Active Loyalty
Resonance
Judgments
Branding
Objective at
Each Stage
Salience
Imagery
Deep, Broad
Brand
Awareness
Sub-Dimensions of Brand Resonance Pyramid
RESONANCE
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
JUDGMENTS
QUALITY
CREDIBILITY
CONSIDERATION
SUPERIORITY
PERFORMANCE
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY,
DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS,
EFFICIENCY, & EMPATHY
STYLE AND DESIGN
PRICE
FEELINGS
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
IMAGERY
USER PROFILES
PURCHASE & USAGE
SITUATIONS
PERSONALITY &
VALUES
HISTORY, HERITAGE,
& EXPERIENCES
SALIENCE
CATEGORY IDENTIFICATION
NEEDS SATISFIED
Nike Brand Resonance Pyramid
Attachment
Community
Engagement
Rational
Route
Credibility
Superiority
Innovative
Quality
Stylish
Fun
Exciting
Self-respect
Empowerment
Irreverence
Salience – Everything Athletic
Emotional
Route
Starbucks Brand Resonance Pyramid
Loyalty
Attachment
Community
Engagement
Rational
Route
Quality
Credibility
Consideration
Superiority
Quality ingredients
Exotic variety
Personalized service
Comfortable atmosphere
Warm
Fun
Relaxation
Romantic indulgence
Emotional
Route
Sophisticated & elegant
Casual & comfortable
“Third Place”
Progressive & cool
Salience – Highly accessible & convenient (ideally anywhere & anytime)
Brand Resonance Components
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Behavioral loyalty – Customers’ repeat
purchases and the amount or share of
category volume attributed to the brand
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How often do customers purchase a brand?
How much do they purchase?
17
Brand Resonance Components
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Attitudinal attachment – When
customers view the brand as being
something special in a broader context
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Do customers “love” the brand?
Do they describe it as one of their favorite
possessions?
Do they view it as a “little pleasure” they look
forward to?
18
Brand Resonance Components
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Sense of community – When customers
feel a kinship or affiliation with other
people associated with the brand.
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Do customers interact with fellow brand users or
employees or representatives of the company?
Does this occur on-line and/or off-line?
19
Brand Resonance Components
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Active engagement – When customers are
willing to invest personal resources on the
brand – time, energy, money, etc. – beyond
those resources expended during purchase or
consumption of the brand
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Do customers choose to join a club centered on a brand?
Do customers receive updates, exchange correspondence
with other brand users or formal or informal representatives
of the brand itself?
Do they visit brand-related Web sites, participate in chat
rooms, and so on?
20
Brand Resonance Network
Company
Company – Brand
connections
Consumer – Company
connections
Brand
Consumer – Brand
connections
Consumer
Consumer
Consumer – Consumer
connections
Any marketing activity can be judged by its total effect
on the four dimensions of brand resonance
Behavioral
Loyalty
Attitudinal
Attachment
Sense of
Community
Active
Engagement
Achieving Resonance
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First, must create foundation for
resonance
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Proper salience & breadth & depth of awareness
Firmly established points-of-parity & points-ofdifference
Positive judgments & feelings that appeal to the
head & the heart
Then, must optimize four dimensions of
brand resonance
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1. Building Behavioral Loyalty
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Break down barriers at
purchase &
consumption
Broaden customer
access point
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Find appropriate new
distribution outlets
Elicit additional & new
consumption opportunities
24
Starbucks Growth Strategy
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Product development
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Coffee driven
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Complements
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Bottled Frappuccino, DoubleShot, Ice Cream
Starbucks Card Duetto Visa, Hear Music Choice Artist
CD series, healthy breakfast items, smoothies
Market development
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New outlets
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Hotels, airports, airlines, book stores, department
stores, corporations, etc.
New markets
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Almost 5,000 coffeehouses in 93 markets outside
North America (with carefully chosen partners)
2. Building Brand Attachment
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Stake out emotional
territory
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Experiential
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Enduring
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Warm, fun or exciting
Sense of security, social approval,
or self-respect
Celebrate uniqueness &
make indispensable
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Relevance
Immediacy
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Pampers
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Pampers evolved from a functional
to an emotional positioning:
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Absorbency & dry baby
“Caring for Baby’s Development”
Pampers changed marketing
program accordingly
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Advertising etc.
Web site
3. Building Brand Community
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Allow, facilitate, and
encourage interaction
online & offline with
others
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Learn from and teach others
Express and observe loyalty
Give them something to
talk about
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Product or brand news
Social events
Marketing activities
28
Dove “Real Beauty”
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Dove had been backed for decades by traditional advertising
touting the brand’s benefit of one-quarter moisturizing cream
and exhorting women to take the seven-day Dove test.
A significant shift in strategy occurred for Dove in 2003 with
the launch of the Real Beauty campaign, which celebrates
“real women” of all shapes, sizes, ages, and colors.
The multi-media campaign was thoroughly integrated.
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Traditional TV and print ads were combined with all forms of new media, such as
real-time voting for models on cell phones and tabulated displays of results on giant
billboards.
PR was dialed up; paid media was dialed down.
The Internet was crucial for creating a dialogue with women.
A website was launched and supplemented with ad videos
(“Evolution” & “No Age Limit”).
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Consumer-to-Consumer
Equity Transfer
Promotions
Sponsorships
Experiences
Events
Information
Consumer 1
Emotions
Blogs
Web
sites
Online ads
& videos
Consumer 2
Bulletin
boards
30
Building Brand Engagement
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Must have people read
about, talk about,
think about, and
engage in activities
with the brand
Create opportunities
for brand involvement
31
Jeep Jamborees & Camps
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In addition to the hundreds of local Jeep
enthusiast clubs throughout the world,
Jeep owners can convene with their
vehicles in wilderness areas across
America as part of the company’s official
Jeep Jamborees and Camp Jeep.
Since the inaugural Camp Jeep in 1995,
over 28,000 people have attended the
three-day sessions, where they practice
off-road driving skills and meet other Jeep
owners.
Jeep Jamborees bring Jeep owners and
their families together for two-day offroad adventures in more than 30 different
locations from Spring through Autumn
each year.
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Marketing & Resonance
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Any marketing activity can affect more
than one dimension of resonance
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Certain categories allow for more
resonance
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Interactive or multiple effects
Inherently high levels of interest & activities
To maximize brand resonance, increase
the levels of both the intensity & activity
of customer loyalty relationships
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The Duality of Brand Resonance
Intensity of
Relationship
Heirloom
Brands
Beloved
Brands
Heritage Brands
Necessity Brands
Utilitarian
Brands
Brand Resonance Requires
Customer Intensity & Activity
Activity of
Relationship
Summary
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Brand resonance can provide a useful
means to maximize brand equity &
customer equity
Brand resonance is created by
developing marketing activities that:
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Overcomes physical & mental barriers for
purchase & consumption
Strikes an emotional chord
Is a catalyst for social connections
Creates meaningful opportunities for interactions
35
Thanks!