Brand Resonance is the relationship that a consumer had with the product and how well they relate to the product. For marketers, brand resonance is an essential factor in creating and developing a long-term relationship with consumers for their brands. Brand engagement, brand attachment, brand community, and brand loyalty are all essential elements that help build a strong brand resonance.
At the bottom of the brand resonance pyramid, there is brand salience, which means how well the consumer is informed about the brand’s product. In this stage, marketers need to create deep, broad brand awareness and develop a way that lead consumers to remember their brand. A marketer’s goal under brand salience would be for customers to recall the brand when they are under different purchase situations. Following brand salience are: brand performance and brand imagery. Brand performance means, how are the functional needs of consumers met? In this level, marketers check how the products are performing and if they are meeting the fulfilling needs of the consumers. Brand imagery is when marketers evaluate the consumer’s feelings on how they relate to the product when it comes to social needs. With brand imagery, marketers have to answer the question of what image does the consumer creates in their minds of the product? With brand performance and brand imagery, as marketers, we are trying to get our points of parity and points of difference for more brand management success.
Furthermore, brand judgment is when the consumer makes their judgment about the product when put in different situations and the imagery they have about the brand as a whole. Marketers have concluded that they create these judgments by factors like quality, consideration, and superiority. The main question with brand judgment is, how much do consumers respect the product? The judgment and feeling stages of brand resonance are about discovering the customer’s positive and accessible reactions. Brand feelings are when the customer develops emotions towards the brand in regards to social approval, fun, and security. What customers feel about the product or how emotionally attached they are to the product are the pressing questions marketers try to answer at this stage.
The final stage of brand resonance is the intensity of the consumers’ psychological connection to the brand and how they can recall the brand in different consumption situations. The question of: “What is the psychological bond that the customer has created with the brand?” is what brands try to answer at this stage. Marketers focus on this level because it is what cements a strong relationship with the customer to secure the brand loyalty and repurchasing of the product in the future. The brand resonance pyramid is what gets the brand inside the consumer’s head and what they are thinking, which helps them in creating social media tactics, advertisements, and many marketing strategies. Without it, the marketing world wouldn’t understand consumers the way they do today. It’s what helps brands get ahead of their competitors and make their brand be one of a kind.