Brand Resonance denotes the relationship that a customer has with the product and how well that customer can be related to the product. As shown in the below diagram, brand resonance image is the intensity of a customer’s psychological connection with the community or brand and randomness to recall the brand in different consumption situations. There are six major building blocks that build brand resonance pyramids: salience, performance, imagery, judgments, feelings, and resonance. In the brand resonance pyramid diagram, the first level deals with establishing the identity of the brand. Salience refers to how easily or often a consumer thinks of the brand.
