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Brand resonance and the brand value chain

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Negocios Internacionales Mind Map on Brand resonance and the brand value chain, created by Pablo Camacho on 30/09/2020.
Pablo Camacho
Mind Map by Pablo Camacho, updated more than 1 year ago
Pablo Camacho
Created by Pablo Camacho about 4 years ago
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Resource summary

Brand resonance and the brand value chain
  1. Brand Salience
    1. Product category structure
      1. Strategic implications
        1. Breadth and depth of awareness
        2. Brand performance
          1. Price
            1. Primary ingredients and supplementary features
              1. Product reliability, durability and serviceability
                1. Service effectiveness, efficiency and empathy
                  1. Style and design
                  2. Brand imagery
                    1. User imagery
                      1. Purchase and usage imagery
                        1. Brand personality and values
                          1. Brand history, heritage and experiences
                          2. Brand judgments
                            1. Brand Quality
                              1. Brand credibility
                                1. Brand consideration
                                  1. Brand superiority
                                  2. Brand Feelings
                                    1. Fun
                                      1. Warmth
                                        1. Excitement
                                          1. Security
                                            1. Social approval
                                              1. Self-respect
                                              2. Brand Resonance
                                                1. Behavioral loyalty
                                                  1. Sense of community
                                                    1. Attitudinal attachment
                                                      1. Active engagement
                                                      2. Brand building implication
                                                        1. Customers own the brand
                                                          1. Brand richness
                                                            1. Brand duality
                                                              1. No shortcuts

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