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Part 3: Recommendations:

A section devoted to specific recommendations for what managing the brand. In this portion it is important to consider the marketing objectives for the company and for the brand. What role does the brand currently play within the total company, and what role should it play? How can the company leverage the brand equity or increase the brand equity?

For this section, consider the Figures 3.1 and 3.2 in the OCR. Chapter 3 suggests that brand resonance is the goal of the branding process. Resonance means that the brand is strongly connected to the consumer in essence it speaks in a language and behaves in a way the consumer can identify with. We need to understand not only how our brands resonate with consumers, but how we get them to resonate through strategic choices and initiatives.

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