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ValueLink - Brand Equity Pyramid
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A standard tool for understanding a brand’s associations to customers’ response. The strongest brands exhibit both “duality” (emotional and functional associations) and richness (a variety of brand associations or “equity” at every level, from salience to resonance).
Links
Strategic Brand Management - Soni Simpson Adjunct Professor, Stuart School of Business
Branding From the Inside Out: How to Approach Brand Strategy - Prepared by Carol Phillps, BrandAmplitude LLC
Brand Strategy Toolkit - Prepared by Carol Phillps, BrandAmplitude LLC
A Brand Building Literature Review - Francisco Guzae
A Conceptual and Measurement Model for Brand Equity Research - Rebecca Colwell Quarles, PhD
Rating: 4.50 / 5.00
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2 ratings
Comments for ValueLink - Brand Equity Pyramid:
Total Comments: 2
Actually if we focus on todays market- we have create products demand in market n consisting innovation. Brand must have social recognization, price should b fair, brand advertising should logical, must collect expert openion,look out customer mind diversifying. Brand ambasador must have familirity specially in social welfare. Perfect fluency of brand name n it should be long lastin,its slogan should be emotionally worldwide.....
a good interpretation of brand value concept. Brand resonance may also refers to brand recognition.