Marketing

Brand Resonance: Why we quickly click with certain people?

Brand Resonance

Friends enjoying the view from the mountains

Here in this article, I will be explaining why we click with certain people. More specifically I will illustrate, how I quickly became friends with Swatantra and Nabin from a brand resonance perspective.

Life is all sunshine and rainbow for someone in love. Love is just a chemical reaction for a chemist. Likewise, this world is a big puzzle filled with numbers and patterns for a mathematician. Although, there is no single right way to interpret things, having a different outlook is always fun.

As a marketing student, I was able to observe TV ads, FB posts, political figures and this world from a completely different perspective.

What is marketing?

Prior to studying MBA, I used to think marketing is just about selling products, promoting them and mostly advertising. Little did I know, it involves planning, promoting, delivering products/services, providing support and taking feedback. Marketing starts before creating a value(product/service) and continues even after delivering that value. The ultimate goal for marketing is to create beautiful experiences for customers and to build a long-term meaningful relationship with them.

What is Brand Resonance?

Brand Resonance Model
fig. Brand Resonance Model

Kevin Lane Keller, a marketing professor at the Tuck School of Business at Dartmouth College developed a brand resonance model. The brand is a logo, name, image or any traits associated with the product/service. It is an identity. While brand resonance is about how much a brand and a customer can relate to each other. The brand resonance model is very helpful to build and manage a strong brand that a customer can connect with.

Why we click quickly with certain people?

Beyond goods and services, you can also market events, experiences, places, properties, organizations, information, ideas and even people. Here, I’ll explain my friends (Swatantra and Nabin) as a brand and how I resonate with them.

a. Brand Salience: 

Brand salience means, how much the customer is aware of the brand? It is about how you remember the brand, in this case, my friends.
Swatantra is a very mischievous yet very intelligent and a focused person. Once, when I returned after missing my class for a week, I was congratulated for unknown reasons. Later I found out that he fooled our class into believing that I got married at that time. By the way, he is also one of the toppers of our class.
On the other hand, Nabin is a smart, calm and composed guy. He does not talk much, he is more of a listener. When interacting with people or even when playing football, he radiates that calmness. Nabin must be one of the most efficient people I’ve ever met. Swatantra and I were preparing for the exams for more than a month and Nabin, well, he started preparing barely a week before the examination. Yet he performed better than 80% of the class.

b. Brand Performance: 

Brand performance means, how functional are those brands or what quality do they possess in terms of efficiency and effectiveness?
Swatantra is a very focused, determined guy. His ambition is to continue learning all his life. So, it is not a surprise that he is excelling in his academics. By the way, Swatantra is also our part-time instructor.
Talking about Nabin, he successfully runs his own trekking company. He explains to us, the importance of being responsible, independent and creating value for others. Either by taking a job or starting our own business. The good thing is he teaches us about these things not just by his words, but by his actions too.

c. Brand Imagery: 

Brand imagery means, how well a brand meets the customer’s social and psychological needs?
I’m always looking for opportunities to learn new things, so Swatantra’s determination and Nabin’s calmness was very intriguing to me. I did not know much about them at first, but I started admiring them more because of these traits.

d. Brand Judgments: 

The brand judgement means, what the customer feels or thinks about the brand quality, credibility, considerably and superiority?
Swatantra and Nabin are very honest guys, they walk their talk. They are both good at what they love – one at learning things and another at adventure and traveling.

e. Brand Feelings: 

The brand feelings mean, how the customer is much emotionally attached to that brand?
Swatanatra and Nabin, these guys inspire me to be a better person. I feel comfortable with these guys even talking in gibberish. Usually, I get bored very easily but with these guys life is exciting.

f. Brand Resonance:

Brand resonance means, what psychological bond the brand has created with the customer? This is about the attachment, sense of belonging and interaction between the brand and the customer.
Swatantra and Nabin both did their schooling together at Gandaki Boarding School. Nabin and I completed our bachelor’s degree from Kathmandu University(KU). Though Nabin and I have met briefly in KU, we hardly have any memories of that. Nevertheless, these commonalities gave a sense of belonging. On top of that, we all are little crazy and love exploring things. Also, love for knowledge, nature, music and freedom is the reason we bond so well.

When you see a glimpse of yourself in other people, you click with them more easily. The more we resonate with someone, the more we try to provide value to them. That’s why companies are also trying to resonate with their customers by personifying brands. When a customer feels that connection, they are more engaged and committed, thus increasing the profit and goodwill of the company.

Read 12 interesting facts about Nepal.

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