brand resonance model ( refrence to cars)

TOPIC – BUILDING CAR BRAND USING RESONANCE MODEL

INTRODUCTIONBrand Resonance Pyramid

Resonance

Judgments Feelings

Performance Imagery

Salience

Rational Emotional

Brand Resonance Pyramid

Resonance

Judgments Feelings

Performance Imagery

SalienceWho are you?

Brand Resonance Pyramid

Resonance

Judgments Feelings

PerformanceWhat are you? Imagery

Salience

Definition

A measure of how well a brand meets the wants and needs of consumers.

Brand Resonance Pyramid

Resonance

Judgments Feelings

Performance

Salience

ImageryWhat are you?

Brand Resonance Pyramid

Resonance

Feelings

Performance Imagery

Salience

JudgmentsWhat about you?

Brand Resonance Pyramid

Resonance

Judgments

Performance Imagery

Salience

FeelingsWhat about you?

Brand Resonance Pyramid

Judgments Feelings

Performance Imagery

Salience

ResonanceWhat about you and me?

BRAND RESONANCE MODEL USED FOR CAR

1. Salience: who are you, DC CARS ?

• DC CARS is a premium luxury car manufacturer established since . Its

three-pointed star is recognizable anywhere. Is part of “German Big

3” along with Audi and BMW, the best selling car manufacturers in

the world.

2. Performance/Imagery : what are you dc cars?

• Performance: DC CARS cars are renowned for their safety. Indeed, the

INDIAN automaker innovated with crumple zone and was one of the

first to introduce the airbag and ABS systems

3. Judgments/Feelings: what do the customer think or feel about DC CARS ?

• Considering their features and history, DC CARS cars are judged

prestigious and high quality. Imagery and all steps below arouse

feelings such as sense of achievement, confidence or success.

4. Brand resonance : what about DC CARS and the customer ?

• Even if they are not purchasing a car, many people are attached to DC

CARS through social media (17m likes on Facebook), clubs (Club DC

CARS india) and websites.

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