Tracking studies help us understand where, how much, and in what ways brand value is being created, to facilitate day-to-day decision making. Brand equity is the added value endowed to products and services.

Brand resonance pyramid The center pyramid represents six brand building blocks: brand salience, brand performance, brand imagery, brand feelings, brand judgment, and brand resonance. All these blocks build on top of each other. The next section will dig deeper into these six building blocks.

56) Brand salience describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs. 57) Brand imagery is a consumer’s emotional response and reaction with respect to the brand.

Differentiation and Relevance together constitute Brand Strength; Esteem and Knowledge together constitute Brand Stature. The relationship between these pillars shows the true picture of the brand’s intrinsic value.

The Four Pillars of BrandAsset Valuator® —Differentiation, Relevance, Esteem and Knowledge — were selected because movement in these, more than any other combination of dimensions, explains why brands grow, how they can get sick and how they can be managed back to health.

Your brand helps you connect with your customers emotionally. A good brand connects with people at an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company.

Apple

Brand Characteristics are the core values and fundamentals that showcase the true essence of the brand. They are a set of attributes that are identified as the physical, distinctive, and personality traits of the brand similar to that of an individual.

If a brand is personal it is, by definition, unique: It is an expression of an individual’s interests, values, priorities and style of communication, among other things. If you do not introduce consumers and invite them to experience your world, there is nothing unique for them to witness or enjoy.

Becoming Truly Different

1. Start With Your Positioning. All brands need to establish a compelling and unique positioning to attract customers and resonate with stakeholders.
2. Look for Your Customer Experience.
3. Keep It Personal.
4. Cultivate Stronger Relationships.
5. Push the Limits of Growth.

Acknowledge your brand’s unique points: Every brand has its own authentic self with its personality, voice and identity. Know exactly what makes your business different and showcase those unique points throughout your branding statements, visual identity and marketing collaterals.

Here are the seven ways your brand can stand out on social media.

1. Use a content calendar to plan and schedule content.
2. Use interactive content.
3. Create consistent aesthetics for your visual media.
4. Leverage user-generated content.
5. Cross channel marketing.
6. Create contests and giveaways.
7. Consider chatbot marketing.

In this article, we discuss how such industry leaders as Amazon, Apple and 3M, use differentiation strategies to achieve profitability and customer loyalty.

Product Differentiation Examples

• LUSH.
• Airstream.
• Oscar Health Insurance.
• T-Mobile.
• Whole Foods.
• Client Heartbeat.
• Yoh.
• Four Quadrants Advisory.

When you find any Coke product, you will first notice the different packaging used for its different brands. Coca-Cola differentiates its drinks from those of Pepsi through its packaging.