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QUESTION
Identify two brands that resonate with you using the brand resonance pyramid. What did the brand do during the COVID-19 pandemic to maintain or expand resonance?
Identify two brands that resonate with you using the brand resonance pyramid. What did the brand do during the COVID-19 pandemic to maintain or expand resonance?
Please remember to respond to the posts of at least two peers. Feel free to share examples and insights from online sites and sources to support your responses. If I respond to your post with a question, please be sure to post a response to my question.
Additional Resources:
BrandWeek (Links to an external site.)
Interbrand (Links to an external site.)
Brand Strategy Insider (Links to an external site.)
Think with Google (Links to an external site.)
Social Media Today (Links to an external site.)
Forbes CMO Network (Links to an external site.)
Strategy+Business (Links to an external site.)
Inc.com (Links to an external site.)
The Verge (Links to an external site.)
GreenBook Blog (Links to an external site.)
Marketing Dive
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Answer
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Brand Resonance
Brands in the market compete to win customer loyalty in the increasingly competitive business market. Therefore, the brands leverage the concept of brand resonance to connect and gain the loyalty of their customers. Huang et al. (2015) define brand resonance as how a customer relates with and connects to a brand. Brand resonance develops from the quality of the brand's products and general actions, such as the corporate social activities the brand is doing in the market. The current COVID-19 pandemic caused a lot of strain for medical facilities in terms of the number of vital resources such as protective equipment required to handle patients with the disease. As good corporate citizens, some brands used their resources to aid medical institutions and practitioners with the resources needed to advance care.
The actions taken by the Home depot and Crocs expanded my level of resonance with the two brands. During the current pandemic, vital requirements such as masks and other protective equipment were in short supply. In response to the information, Home Depot pulled out all N95 masks from its shelf and warehouses and donated the masks to various hospitals in the country. Additionally, the brand also purchased and distributed other personal protective equipment such as face shields to hospitals. The donations played a significant role in keeping nurses and doctors safe as they offered care to patients. Similarly, Crocs donated 10,000 shoes to medical professionals as they battled COVID-19 in various hospitals across the country.
In conclusion, the two brands' selfless actions that made them consider their stakeholders, such as customers and the community before profits, significantly expanded my resonance level to the brands. Their gesture to the community is one that should be emulated by other brands to show the level of care and appreciation they have for their customers.
References
Huang, R., Lee, S. H., Kim, H., & Evans, L. (2015). The impact of brand experiences on brand resonance in multi-channel fashion retailing. Journal of Research in Interactive Marketing.
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