Brand Resonance: Purpose
Strategic marketing activities today attempt to create a relationship with consumers through the creation of a brand image and personality for the organization and its products. The underlying assumptions are that if a consumer identifies with a brand or product, he or she will be more likely to trust that brand and become loyal customers. One of the more recent models to emerge is Kevin Lane Keller’s brand resonance.
The model is typically applied in the context of brand-building activity, when the focus is on increasing consumer loyalty. The systematic process reveals how the marketing mix needs to be adjusted to align the brand’s positioning and communications with the needs of its target ...
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