Abstract
Building brand resonance in a competitive market can play an active role in the modern marketing arena. It is now widely acknowledged by companies and business enterprises that strong brand resonance will create a competitive advantage in the marketplace that will enhance their overall reputation and credibility.Brand resonance depends on a systematic understanding of the company’s consumers, competitors, and marketing environment. Brand resonance is based on appropriate identity that needs to reflect the marketing strategy and the firm’s willingness to invest in the programs needed for the brand to live up to its promise as well as commitment to consumers. Strong brands take pleasure in consumer loyalty, the possibility to charge premium prices, and extensive brand power to hold up new product and service launches. Companies and business enterprises need to have careful as well as systematic understanding of consumer beliefs, behaviors, product or service characteristics as well as attributes and rivals.The continuous technological innovation creates a competitive scenario where brand loyalty is nullified with the uninterrupted inflow of competitive product varieties and models and the brand resonance effect in terms of relationship that a consumer has with the product and the extent to which consumers feel that they are in „sync‟ with the brand gets alleviated. Brand resonance refers to the nature of heightened brand-centric relationships and is characterized by intense psychological attachment with a brand as well as active, volitional behavior directed toward the brand's benefit.Mobile Users are very interested and eager to purchase Applei phone. This research is analysed the customer perception towards applei phone.
Highlights
Building brand resonance in a competitive market can play an active role in the modern marketing arena
Based on a comprehensive review of several earlier works, here we propose a plausible framework for building brand resonance in sequential order, namely, awareness of the brand, association of the brand, superiority of the brand, affection of the brand and brand loyalty
We suggest that these activities could play an important role in creating brand resonance among consumers
Summary
Building brand resonance in a competitive market can play an active role in the modern marketing arena. Customer-Based Brand Equity Pyramid developed by Keller under two major components i.e. emotional and rational route to brand relationship building to make strong connections between the consumer and the brand and which characterizes the brand resonance. Kavitha M, (June/2017)A Study Of Customer Perception Of Youth Towards Branded Fashion Apparels In Chennai City.International Journal of Applied Business and Economic Research, Vol. (2017). Kavitha M, (Sep/2017) Factors Influencing Employee’s Job Satisfaction - An Empirical Study Among Employees of IT Sectors in Chennai City..International Journal of Applied Business and Economic Research, Vol. (2017). Indian Journal of Public Health Research and Development.Vol:9,No.9,Sep 2018. Kavitha M, (Jan/2019) Green Marketing in food Industry and It’s Impact on Health Issues. The main aim of this study is analyse the green marketing in food industry and its impact on health issues ofconsumers. The study ensures all important aspects of measurement scale, such as validity and reliability
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