brand resonance model ( refrence to cars)
TRANSCRIPT
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TOPIC – BUILDING CAR BRAND USING RESONANCE MODEL
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INTRODUCTIONBrand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
Salience
Rational Emotional
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Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
SalienceWho are you?
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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.
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Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance
Salience
ImageryWhat are you?
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Brand Resonance Pyramid
Resonance
Feelings
Performance Imagery
Salience
JudgmentsWhat about you?
![Page 7: Brand Resonance model ( Refrence to CARS)](https://reader034.vdocuments.us/reader034/viewer/2022050914/5a64cd537f8b9a2c5d8b4a09/html5/thumbnails/7.jpg)
Brand Resonance Pyramid
Resonance
Judgments
Performance Imagery
Salience
FeelingsWhat about you?
![Page 8: Brand Resonance model ( Refrence to CARS)](https://reader034.vdocuments.us/reader034/viewer/2022050914/5a64cd537f8b9a2c5d8b4a09/html5/thumbnails/8.jpg)
Brand Resonance Pyramid
Judgments Feelings
Performance Imagery
Salience
ResonanceWhat about you and me?
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BRAND RESONANCE MODEL USED FOR CAR
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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.
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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
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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.
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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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THANK YOU