Helen Strong
Brand Resonance Ladder: Purpose
This model is used to identify the steps that are necessary to move a consumer from being just aware of a brand to eventually becoming an advocate for the brand. It is therefore most useful to help determine the detailed strategies that are required to influence consumers to grow closer to the brand and organization in question.
If behavior and attitudes have been established, which relate to the consumers’ position on the ladder, the model can also be used to predict buying behavior and potential movements in market share.
Brand Resonance Ladder: Structure and Description
In addition to the concept of brand resonance, Keller postulated the brand resonance ladder. Under this concept, the consumer moves through the phases from awareness, use, increasing use, to being a loyalist, an advocate, and finally an evangelist for the brand.
These stages of engagement are shown in Figure 7.1.
Brand Resonance Ladder: Strategic Considerations
The first hurdle is to ensure that the right people become aware of the brand, where right is defined by the type of people who will become regular consumers or users. Thereafter the marketer wants to take advantage of word-of-mouth (WOM) promotion of the brand, which is one of the most powerful methods for promoting use. To do this, he or she needs to build a relationship with the consumer to such an extent that the consumer will talk about his or her satisfaction and experiences with the brand.
Figure 7.1 Brand resonance ladder
Brand Resonance Ladder: Implementation
When planning growth for the brand you need to understand the dynamics behind the upward movement. What marketing support is necessary? How much does it cost to move customers to the next level? Does the degree of WOM and its level of influence warrant such expenditure?
You need to talk to your target market in a voice that they will understand and identify with.
Essentially you need to know:
• How do people become aware of the brand?
○ This guides advertising and promotion.
• What factors induce them to use the brand?
○ What do you have to do or build into the brand experience that makes a person want to use the product?
○ Functional need?
○ Psychological need?
○ Who or what is the reference point?
○ What is it about the brand and what it stands for that attracts them to start using it?
○ What is the relationship between trial of a product and regular purchase?
• How and why do they become regular users?
○ What satisfies them about the brand?
○ What would cause them to stop using it?
○ What are potential substitutes?
• At what point can you claim they are loyal to the brand?
○ After a given number of repeat purchases?
○ Regularity of purchase?
○ Percentage of purchases within the category?
• What captures them to such an extent that they start advocating to other people to try and use the brand?
○ Is it the performance or delivery of the brand?
○ The values of the brand?
○ Something outside the product, such as the brand supporting the environment or community within which it is found?
• What is the secret to creating an evangelist?
○ What is special or different about evangelists?
○ Demographic and psychographic profiles?
○ Linked to brand purpose?
Brand Resonance Ladder: Conclusions
Regular engagement with the target market is essential to monitor its ongoing commitment to the brand. Consumer preferences and icons change, so a marketer cannot be complacent or believe that without appropriate attention and care, his or her product(s) will have a permanent place in the consumers’ portfolio of preferred goods.
Another shift that cannot be ignored is that with time, the profile of the original market changes. Rejuvenation and growth of the consumer base is essential just to maintain a holding position for the brand.
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