Brand Building Blocks

Brand Building Blocks

To provide some structure, it is useful to think of sequentially establishing six brand building blocks with customers. These brand building blocks can be assembled in terms of a brand pyramid. Each brand building block will be examined in the following section.

Brand Salience

Achieving the right brand identity involves creating brand salience with customers. It relates to the aspects of the awareness of the brand, for example how often and easily the brand is evoked under various situations? Brand awareness refers to customers’ ability to recall and recognize the brand, as reflected by their ability to identify the brand under different conditions.

Brand Performance

Designing and delivering a product that fully satisfies consumer needs and wants is a prerequisite for successful marketing. To create brand loyalty and resonance consumer experience with the product must at least meet. Brand performance relates to the ways in which the product or service attempts to meet customers more functional needs. Customers can view the performance of products or services in a broad manner. Reliability refers to the consistency of performance over time and from purchase to purchase. Durability refers to the expected economic life of the product. Serviceability refers to the ease of servicing the product. Performance may also depend on sensory aspects such as how a product looks and feels.

Brand Imagery

Brand imagery deals with the extrinsic properties of the product including the ways in which the brand attempt to meet customer psychological needs. Brand imagery is how people think about a brand abstractly rather than what they think the brand actually does. Thus imagery refers to more intangible aspects of the brand.

Brand Judgments

Brand judgments focus on customers’ personal opinions and evaluation with regard to the brand. To create a strong brand four types of brand judgments summary are particular important: Quality, Credibility, Consideration and Superiority.