In order to get serious and do an amazing job for a strong brand recognition, it is crucial for PR professionals to define several components that affect the brand itself – brand resonance, brand knowledge and brand associative network. These features show the best results when combined together as they mirror harmony and values of a brand in the eyes of the public.
However, brand building and management is fairly time-consuming, which means more investing so not all organizations tend to fulfill all of the goals for maximizing the brand recognition and business.
Brand Resonance Pyramid
I know what you're thinking - yawn...BUT hear me out on this one (a very good teacher thought me about this): this model provides the PR professionals with essential information about the brand itself. It is rather important to start from the bottom and climb the way up while efficiently fulfilling all the necessary tasks along the way.
Starting with salience – gives an insight into identifying the brand category in general meaning.
Furthermore, the imagery relies on personas related to a brand with unique features and values towards it; performance – product and service effectiveness and reliability. Towards the top of the pyramid, judgments and feelings reflect on credibility, security and superiority of the brand, creating stronger links and nods in the minds of the customers.
The final stage, resonance, a hopefully successful outcome giving the brand strong loyal, attached and engaging followers joined in an interactive brand community. That is the final goal.
Brand Knowledge
Brand knowledge is divided into two parts, both equally dependent on the other – awareness and image. Those two features are measured by the ‘nods’ and ‘links’ that every customer and user creates and connects in their mind when thinking of a brand (read more: https://bit.ly/2KywyfZ ).
(Word count: 62)
And lastly, the Associative Network Memory Model that relies on two features above combined. It is the prime view of the customers and users towards a brand - a network of nodes and connecting links in their memory.
This is an example of how the Associative Network Memory Model looks like perceived in the memory of the public, so, as it can be seen, it is important to establish strong positive connections between the brand and it's followers in order to raise brand awareness that will lead to a firm image, and lastly, recognizable brand resonance.
More on building a brand name:
How to Build a Brand That Attracks Die-Hard Followers:
https://bit.ly/1Nws8XF
(Info/Photo credits: USW Business School; Brands and Reputation Management)
Commentaires