The document discusses using the brand resonance model to build a car brand. It explains the brand resonance pyramid, which has five levels: salience, performance/imagery, judgments/feelings, and brand resonance. It then provides an example of how to apply this model to the car brand DC Cars. At each level of the pyramid it gives details about DC Cars' brand salience as a luxury manufacturer, its performance in safety innovations, how customers judge and feel about its prestige and quality, and examples of brand resonance through social media following and owner clubs. The pyramid model is presented as a way to measure how well a brand meets customer needs and wants to create resonance.

1. TOPIC – BUILDING CAR BRAND USING RESONANCE MODEL

2. INTRODUCTION
Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
Salience
Rational Emotional

3. Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
Salience
Who are you?

4. Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance
What are you? Imagery
Salience
Definition
A measure of how well a
brand meets the wants
and needs of consumers.

5. Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance
Salience
Imagery
What are you?

6. Brand Resonance Pyramid
Resonance
Feelings
Performance Imagery
Salience
Judgments
What about you?

7. Brand Resonance Pyramid
Resonance
Judgments
Performance Imagery
Salience
Feelings
What about you?

8. Brand Resonance Pyramid
Judgments Feelings
Performance Imagery
Salience
Resonance
What about you and me?

9. BRAND RESONANCE MODEL USED FOR CAR

10. 1. Salience: who are you, DC CARS ?
• DC CARS is a premium luxury car manufacturer established since . Its
three-pointed star is recognizable anywhere. Is part of “German Big
3” along with Audi and BMW, the best selling car manufacturers in
the world.

11. 2. Performance/Imagery : what are you dc cars?
• Performance: DC CARS cars are renowned for their safety. Indeed, the
INDIAN automaker innovated with crumple zone and was one of the
first to introduce the airbag and ABS systems

12. 3. Judgments/Feelings: what do the customer think
or feel about DC CARS ?
• Considering their features and history, DC CARS cars are judged
prestigious and high quality. Imagery and all steps below arouse
feelings such as sense of achievement, confidence or success.

13. 4. Brand resonance : what about DC CARS and the
customer ?
• Even if they are not purchasing a car, many people are attached to DC
CARS through social media (17m likes on Facebook), clubs (Club DC
CARS india) and websites.

14. THANK YOU