Digital Branding

This document provides an overview of digital branding and explores the brand resonance model and brand elements. It discusses the importance of brand salience, brand performance, and brand imagery in building a strong brand. The document also includes references for further reading.

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Digital branding
Name of the Student
Name of the University
Author’s Note

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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

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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

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performance has a major influence in regard to how the consumer market percepts, experience
and stimulates a brand. Moreover, more in regard to what the brand owner, and others percepts,
thinks and considers a specific brand.
Moreover, providing a particular product, commodity, good and service that is successful
in achieving the consumer interest by making them satisfied is a primary objective for all
business firm. In communicating brand performance, Keller identifies five areas that need to be
communicated they are as follows:
 Primary ingredients and supplementary features
 Product reliability, durability and serviceability
 Service effectiveness, and efficiency and empathy
 Style and design
 Price
Brand imagery is concerned with the manner in which the brand make an efforts for the
achievement of the consumer’s psychological and social needs. Brand imagery is an intangible
aspects of a brand, it is like a goodwill that consumers desires as such that it fits their
demographic profile in regard to age or income. The consumer market on the other hand, has a
psychological appeal in regard to conservative, traditional, liberal, and creative, etc. Brand
imagery also results because of the regular usage of a particular product or commodity. It may
even take lace due to personality traits like that of honest, lively, competent, rugged, etc (Lee et
al., 2014).

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Brand elements: Analyse your brand based on the brand elements
The different brand elements are as follows:
The brand name- The chosen brand name is Nike, it is family name that is derived from various
cultures. It was kept in order to make the consumer market feel very desirable. The name was
kept keeping into consideration the consumer market. In the case of the consumer market of
Nigerian heritage, Nike is an element of Yoruba names signifying "cherished".
Logo- It was in the era of 1971, that the logo was formulated by Carolyn Davidson. She was
studying in the field of design industry at Portland State University. She achieved $35 for the job
which today equals to an amount of about $217. She was offered to job by owner of Nike after
hearing the complain that she didn’t have enough money to buy at least the oil painting
materials.
Slogan- Its slogan stands for “Just Do It”. The slogan was formulated from a 1977 execution.
The slogan was designed by the Dan-Wieden. The slogan was formulated keeping in view the
enticing factor. The enticing factor, to pull the interest of the consumer market who believes in
just to do something in order to achieve something.
Advertisement- Nike’s advertising campaign is composed of statements and sentiments that
captures the interest of the consumer market. They make use of such advertising campaign which
are trendy topic of debates. It is their vision that it will help in gaining a major proportion of the
consumer market.
Packaging style- They make use of strategic marketing. They undertake attractive packaging by
making use of attractive colors and logo that entices an individual consumer interest for the
consumption of the product. The most iconic and modern Nike package is a strategic step by

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making use of the recycled and recyclable cardboard materials, offer clean, symmetric lines, and
are well-known to display the conspicuous tick on a plain orange background (Lipiäinen et al.,
2015).

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References
Alhaddad, A., 2015. A structural model of the relationships between brand image, brand trust
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p.137.
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creation with members of online brand communities. Journal of Business Research, 70,
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Hestad, M., 2016. Branding and product design: an integrated perspective. Routledge.
Jung Jung, H., Lee, Y., Kim, H. and Yang, H., 2014. Impacts of country images on luxury
fashion brand: facilitating with the brand resonance model. Journal of Fashion
Marketing and Management, 18(2), pp.187-205.
Kladou, S., Kavaratzis, M., Rigopoulou, I. and Salonika, E., 2017. The role of brand elements in
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Lee, J.L., James, J.D. and Kim, Y.K., 2014. A reconceptualization of brand image. International
Journal of Business Administration, 5(4), p.1.
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destination branding with references to Portugal as a tourist destination. Journal of
Vacation Marketing, 21(1), pp.53-74.

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Swaminathan, V., 2016. Branding in the digital era: new directions for research on customer-
based brand equity. AMS review, 6(1-2), pp.33-38.
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