2.2

• Building the right relationship with the right customer
• Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation.
• Strong brands have high Brand Resilience and weak brands have little or none.
• There are 4 steps via which the foundation of the brand equity model (a.k.a brand salience) can be established: giving the new product/service a unique brand name, creating a link between the brand and the need that the brand addresses and the category the brand belongs to, creating a link between the brand and the usage and purchase situation, and ease of recall.
• Brand Performance is the ability of a product/service to effectively and efficiently satisfy consumer needs.
• Quality is a significant parameter to enhance brand value.
• Brand Equity can never be built based on negative product/service quality.
• Sense of community is the feeling of belonging to a group of like-minded individuals who share a common interest or passion for the brand.
• Brand Feelings are customer’s emotional responses to the brand.
• Customer value is the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing products.
• Behavioral Loyalty is the culmination of the consumer's commitment to the brand through repeated purchasing and consistent product or service usage.
• Brand Resonance describes exactly how intense (deep) and active is the consumer’s relationship with the brand.
• Attitudinal attachment reflects the emotional connection and affection that consumers feel toward the brand.
• Brand Judgement signifies consumer opinions & evaluations of the brand coming from experiencing all the different brand performance & imagery associations.
• Customer satisfaction is the person’s feeling of pleasure or dissatisfaction resulting from comparing a product’s perceived performance in relation to his/her expectation.
• Brand Imagery refers to the human-like qualities or traits attributed to a brand, making it more relatable and appealing to consumers.
• Brand Personality is the human-like qualities or traits attributed to a brand, making it more relatable and appealing to consumers.
• Brand Heritage is the accumulated experiences and values associated with a brand over time.
• Brand History refers to the historical events and milestones that have shaped the brand.
• Brand Traditions are the enduring practices, symbols, or rituals that are part of the brand's identity.
• Brand Legacy is the lasting impact and contributions of the brand to society and culture.
• User Profile is aligning brand image with consumer profile, as a brand is not just a product or service; it's an experience and an identity that consumers associate with.
• Production Concept is about selling mass products at affordable prices.
• Product Concept is about selling different, high-quality products.
• Selling Concept is about building relationships with customers.
• Marketing Concept is about understanding consumer needs.
• Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation.
• Strong brands have high Brand Resilience and weak brands have little or none.
• Breadth of brand awareness refers to the extent to which a brand is recognized by consumers in different contexts.
• Depth of brand awareness refers to the ease of recalling a brand during specific situations.
• Brand Performance is the ability of a product/service to effectively and efficiently satisfy consumer needs.
• Brand Imagery refers to the human-like qualities or traits attributed to a brand, making it more relatable and appealing to consumers.
• Brand Heritage refers to the accumulated experiences and values associated with a brand over time.
• Brand History refers to the historical events and milestones that have shaped the brand.
• Brand Traditions refer to the enduring practices, symbols, or rituals that are part of the brand's identity.
• Brand Legacy refers to the lasting impact and contributions of the brand to society and culture.
• User Profile aligns brand image with consumer profile, making the brand not just a product or service, but an experience and an identity that consumers associate with.
• Production Concept is the idea that a product should fulfill its purpose and be available when needed.
• Product Concept is the idea of offering different, high-quality products.
• Selling Concept is the idea of building relationships with customers to drive sales.