Analysis of Brand Elements and Resonance Model for Woolworth's

This report provides a comprehensive analysis of Woolworth's brand management strategies. It begins with an introduction to the concept of branding and brand management, highlighting Woolworth's as a major supermarket chain in Australia. The main body of the report delves into the brand elements of Woolworth's, including its name, logo, slogan ('The fresh food people'), colors (green), and packaging. It then explores the brand resonance model, also known as Keller's model, which outlines the relationship between a brand and its customers, including stages of identity, meaning, response, and relationships. The report further discusses the six building blocks of the model: brand salience, brand performance, brand imagery, brand judgment, brand feelings, and brand resonance. The conclusion summarizes the successful use of brand elements by Woolworth's and emphasizes the importance of the brand resonance model in building customer relationships and loyalty. The report references various academic sources to support its analysis.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
Brand elements of Woolworth's company .............................................................................3
Brand resonance model..........................................................................................................4
Conclusion.......................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The term brand means, a marketing concept through which people or customers get to
know about a particular brand or company (Ananda, 2022) . Brand management is a concept in
which marketing functions or techniques are used to increase the value of brand among the
customers. The main objective of brand management is to highlight the quality of product or
services. Woolworth's is a supermarket chain company founded in 1924 and its headquarters are
situated in Australia. It is the one of the biggest supermarket chain of Australia which deals in
wide variety of products. In this essay Brand resonance model and brand elements will
discussed.
Main body
Brand is intangible marketing tool which help customers to identify the product or
company. Brand distinguish the product and services from other companies.
Brand elements of Woolworth's company
In this elements of brand will start from its name although name is the most important
from all elements of the brand because customers get to know about product from the name of
the company, so it is important to create a name which is easy to pronounce and remember by
the customers along with this company should also considered that name should not have any
negative meaning. Woolworth's is very famous supermarket chain in Australia has many
competitors but name of the company make is different from others it is easy to remember which
is positive point for company along with that company also give nick name Woolies to itself
which is very cute and attractive (Jai, Tong and Chen, 2022) . The next element which help to
identify about the brand to the customers is LOGO of the company. Logo is visual trademark in
the form of image, logo of the company should be attractive and easily recognisable by the
customers. Brand name can also become the word mark because many companies are available
in the market which become famous by their logo. Woolworth's company make its logo from
first letter of its brand name W in the form of green apple which give sign of healthy and fresh
food, this attract the customers as supermarket is selling the fresh and healthy food.

The next element is slogan it is a catchy phrase which defines about the product and
easily memorable. The Slogan of the brand should be different from others which make remind
customers about the company (Kernstock and Powell, 2022) . The slogan of Woolworth's
company is " The fresh food people" it was launched in 1987 and still same till now. This slogan
is very successful for company which defines Woolworth's is providing fresh food to its
customers. The another element of brand is colours it means which one particular colour
company is using for its promotion, for logo, packaging etc. Woolworth's company is mainly
using the green colour as seen in its logo also because green colour shows health and fresh, also
green colour is indication of healthy vegetables and food. Packaging is also the one of the
important element of branding, it means how well companies pack their product which should be
easy to carry and kept product safe. Woolworth's company is dealing in daily use groceries items
for which company is using the environment friendly packaging like paper bags and company
also get printed brand name on packaging which increase the popularity of the brand among the
customers.
Brand resonance model
This model is in pyramid shape which define relationship of a customer with a brand.
This is also know as Keller's brand resonance model, in this model four stages are their: Identity-
In this stage company ensure that customers identify the product or brand and create awareness
about the product, Meaning- identify what brand is means to the customers, Response- once
customers know about the product than in this stage identify what customers think about the
product, their response towards the product and Relationships- The last stage is to build strong
relationship with customers in relation to their responses.
Illustration 1: The name and logo of Woolworth company, 2022

Now after identifying the four stages six building blocks of this model are discussed.
The first block is Brand salience in which along with creating awareness about the
product company should also considered how much customers know about the product and how
much they remember about the product while purchasing. Brand salience means brand become
relevant for customers and now they can easily recognise it (Leijerholt, Biedenbach and Hultén,
2022) . In refer to Woolworth's customers remind this brand because of its fresh products, mainly
Woolworth's deals in grocery items and always try to provide best products to its customers
which are fresh and of high quality. After this block second is Brand performance in this
company measures the performance of the brand, how efficiently it fulfil the needs and demands
of the customers. It includes the features, durability, price, style, quality and services of the
product. Woolworth's identify whether its range of product is fulfilling the demands of the
customers or needs to add more variety of products in its range. Woolworth's is a supermarket
company in which wide variety of products are available according to every type of customers so
company should make sure that every customer can get what they want.
The third block is Brand Imagery it means how customers made image about the
product in their minds and how much product is able to fulfil the social needs of the customers.
The fourth stage is Brand Judgement in this customer make judgement about the product like in
terms of quality, superiority, credibility these are the customers personal opinion. Woolworth's
company always provide best quality products to its customers and company is know for its
quality products, with that Woolworth's is superior company as it one of the biggest supermarket
chain in the Australia and customers have faith on it (Manoli, 2022) . After that last second block
is Brand Feelings it is related to to emotional response of customer for a brand like how
customer feel about the product in terms of security, fun, self respect etc. Woolworth's customers
have trust on companies product that they are safe for their health and customers having fun
while shopping. The last block of brand resonance model is Brand resonance this is the last
Illustration 2: Brand resonance model, 2022

stage of pyramid where every company want to reach, in this Psychological bond is defined
means how strong relationship is between the customer and company and ensure that company
can made brand loyalty and make permanent customers (Mills and John, 2022) . Woolworth's
always ensure that customer should always be satisfied with the purchase and come again for
purchase.
Conclusion
From the above essay it has been concluded that Woolworth's company is successfully
using brand elements for promotion of the company (Ohlwein and Bruno, 2022) . The elements
of the Woolworth's company highlight the name of the company is unique, its logo and slogan
highlight that company is selling fresh and healthy food to its customers and company is using
environment friendly packing to preserve the environment. In above essay brand resonance
model is also discussed in which relationship of Woolworth's company with its customers is
defined (Park and Kim, 2022) .

REFERENCES
Books and Journals
Ananda, Y.P., 2022. Building And Communicating Brand By Micro, Small And Medium
Enterprises (Msmes). JEES: Journal of Economic Empowerment Strategy. 5(2). pp68-
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Jai, T.C., Tong, X. and Chen, H.S., 2022. Building brand loyalty on social media: theories,
measurements, antecedents, and consequences. Journal of Brand Management. 29(1).
pp35-57.
Kernstock, J. and Powell, S., 2022. Commentary on'Towards a Paradigm Shift in Corporate
Brand Management'. In The Routledge Companion to Corporate Branding (pp 83-92).
Routledge.
Leijerholt, U., Biedenbach, G. and Hultén, P., 2022. Internal brand management in the public
sector: the effects of internal communication, organizational practices, and PSM on
employees’ brand perceptions. Public Management Review. 24(3). pp442-465.
Manoli, A.E., 2022. Strategic brand management in and through sport. Journal of Strategic
Marketing. pp1-8.
Mills, A.J. and John, J., 2022. Revisiting brand origin: expanding the strategic portfolio of brand-
level attributes. Journal of Strategic Marketing. pp1-18.
Ohlwein, M. and Bruno, P., 2022. A Brand Like a Friend—How Brand Likeability Influences
Brand Perception. International Journal of Market Research. 64(3). pp295-305.
Park, J. and Kim, R.B., 2022. Importance of offline service quality in building loyalty of OC
service brand. Journal of Retailing and Consumer Services. 65. p102493.