KELLER BRAND EQUITY MODEL: STEP 4

Brand Resonance: Forming a Deep Bond with Your Brand

Reaching Brand Resonance is when you are atop the brand equity pyramid because it’s the most desirable—and most difficult—level to reach.

Brand Resonance is when your customers feel a deep, psychological bond with your brand.

Achieving resonance is based on four key categories:

#1:?Behavioral Loyalty: This is defined by regular, repeat purchases.

#2:?Attitudinal Attachment: Your customers love your brand or product and see it as a special purchase.

#3:?Sense of Community:?Customers feel a sense of community with your brand, other customers, and company representatives.

#4:?Active Engagement:?This is the strongest example of brand loyalty. Here, customers are actively engaged with your brand, whether they are or aren’t purchasing or consuming it. This is where your customers become brand ambassadors. They ay engage in such activities as joining a club related to your brand, participating in events, following the brand on social media, and more.???

If you can strengthen your brand resonance in all four categories, you will establish a brand that has a successful relationship with your customers, solves problems and delights your loyal consumers. ????

Rick Jourdan is the president of Jourdan Marketing Consultants. He specializes in brand and marketing strategy and message creation.