Brand Management and Brand Resonance

These flashcards encapsulate essential vocabulary and concepts related to brand management and resonance as discussed in the course.

Brand Resonance

A model that explains the stages of brand development and customer relationship.

Brand Salience

The quality that makes a brand stand out and be memorable to consumers.

Brand Awareness

The extent to which customers can recognize or recall a brand under various situations.

Brand Value Chain

A model demonstrating the relationship between marketing investment, customer mindset, marketplace performance, and shareholder value.

Multipliers

Factors that influence the effectiveness of brand value, including program quality, marketplace conditions, and investor sentiment.

Depth of Brand Awareness

How easily a brand element comes to mind when consumers think of the brand.

Breadth of Brand Awareness

The range of purchase and usage situations in which a brand comes to mind.

Program Quality Multiplier

The element of brand investment that considers the distinctiveness, relevance, and integration of marketing programs.

Customer Mindset

The thoughts, feelings, and perceptions that customers have about a brand.

Brand Performance

The actual functioning of a brand in satisfying customer needs and its effectiveness in the market.