What is marketed ?
Goods – Services – Events & Experiences – Persons – Places & Properties – Organization – Information – Ideas

Well blended communication = to elimate as much confusion on the mind of your consumer.
Credibily = PODs POPs
Internal communication = inside of the company
Long term perpective = where we want to go
Repositioning = to fix the positioning

CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE -> relationships= what about you and me ?
Jugments and feelign -> response = what about yo ?
Performance imagery -> meaning = what are you ?
Salience -> Identity = Who are you ?

Salience Dimensions :
Depth of brand awareness : -Ease of recognition & recall
-strength @ clarity of cat. Membership
Breadth of brand awareness : -Purchase consideration
-Consumption consideration
Performance Dimension :
• primary characteristics @ supplementary features
• product reliability durability and serviceability
• service effectiveness, efficiency and empathy
• style and design
• Price

Imagery Dimension :
• user profiles : * Demographic & psychographic characteristics * Actual or aspirational (the people who want to) * Group perceptions – popularity
• Purchase & usage situations : * type of channel, specific stores, ease of purchase * time (day, week, month, year, etc.), location, and context of usage
•Personality & values * sincerity, excitement, competence, sophistication & ruggedness
• History heritage & experiences * nostalgia * memories : lymbic part of the brain.
Jugment Dimension :
• brand quality : * value * satisfaction
• brand credibility : * expertise * trustworthiness * likability
•brand consideration : * relevance (is it to high for the position ?)
• brand superiotity * differenciation
Feelings Dimensions : * Warmth * Fun * Excitement * Security * Social approval * Self-respect

Resonance