Digital Branding

Running Head: DIGITAL BRANDING
Digital branding
Name of the Student
Name of the University
Author’s Note

DIGITAL BRANDING
Table of Contents
Introduction......................................................................................................................................3
Brand resonance model: Analyse your brand based on the six building blocks of the Brand
Resonance Model.............................................................................................................................3
Brand elements: Analyse your brand based on the brand elements................................................5
References........................................................................................................................................7

DIGITAL BRANDING
Introduction
According to the author Jung Jung et al., (2014), Brand resonance model is being
undertaken in order to analyze the brand based on the six building blocks of the brand resonance
model. Brand resonance model, it is a marketing concept as proposed by the Keller's Brand
Equity Model. For building a customer based brand equity, a blueprint is used for creating strong
brand. Brand elements includes analyzing the brand based on the brand elements.
Brand resonance model: Analyse your brand based on the six building blocks of the Brand
Resonance Model
Building this resonance involves a series of steps:
The first level of the brand resonance model within the pyramid comprises of establishing
and formulating a unique and separate identity of the brand. As proposed by the Keller, it
suggests a single building block for this phase and address it as brand salience. The term salience
resembles to how frequently, easily or often a desirable consumer thinks of the specific brand or
commodity, especially at the right place and at a right point of time. In formulating a highly
salient and qualitative brand, he it is Keller that arrives at an argument by stating that it is very
essential that awareness campaigns not only build a qualitative brand such that it will be
remembered and recognized by the consumer market. It also makes important that the brand will
be recalled at varying situations of time during which the brand comes to mind as something that
should be purchased or used (Alhaddad et al., 2015).
The second layer of the brand resonance model, deals with ascertaining a meaningful
status and reputation to the brand. Hence, the Keller outlays two specific building blocks such as
they are brand performance and brand imagery. Brand performance is the manner in which the
product or service seeks to meet the consumer’s functional needs. Besides, the brand