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Literature Review: Brand Resonance Model

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Literature Review
Brand Resonance Model
In 2012 Keller using three models emphasized how the process of brand management needs to have clear strategies to understand what is represented by the brand and how the customer perceives that as Value. The models Brand positioning, Brand resonance and Brand Value Chain work into each other seamlessly to help in the Brand Building. We will first consider the Brand resonance which is customer centric and clearly revolves around building loyalty once the competition has been overcome using integrated Marketing strategies. Referring to the pyramid of Brand Building the four steps as shown in figure.1 where Salience is at the bottom and represents the identity which is the brand name “ibis Hotels” being …show more content…

The ibis brand has rolled out the “Welcome” project in 2014 which is a digital platform enabling faster check-ins for the members and resultant majority of those using this service want to use it again for their next stay clearly paving the way for better judgement of the product by the user. When it comes to feelings for the ibis brand the most important criteria for choosing a hotel is location which the brand is able to provide with 124,000 rooms in 59 countries. Secondly it has to be price positive to the customer, which the ibis does with its best price guarantee and being the market leader in the economy segment. AccorHotels in their Registration Document for 2014 the resonating factor to choose ibis for their stay is the intense active loyalty created by the Le Club membership program which is the decider for 83 % of the members as shared by (Accor 2014 Registration Document, …show more content…

So when differentiating an ibis from any other economy brand the ibis offers exclusive standards like “Sweet bed” or a “15 minutes satisfaction guarantee” which helps it stand out. Keller (2012) said that brand awareness refers to customers’ ability to recall and recognize the brand under different conditions and to link the brand name, logo, symbol, and so forth to certain associations in

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