Digitalising the Brand Resonance Model Through AI & SEO: Investigating the Effect of Utilising Artificial Intelligence Through SEO, for Creating Brand Resonance
Authors
Vimalenthiran, Mithushan ; Brøndum, Søren Vahl
Term
4. Semester
Publication year
2022
Submitted on
2022-06-01
Pages
70
Abstract
Digitalisation is reshaping how companies earn attention and loyalty. This thesis examines whether and how the Brand Resonance Model can be translated to a digital context, and the role artificial intelligence (AI) plays today. The Brand Resonance Model outlines how strong brands are built—from awareness and experience to judgments, feelings, and true resonance. In the fight for online visibility, where tools like Google Search use AI, user experience (UX) design and understanding user behavior are central. These areas closely connect to search engine optimization (SEO), which covers techniques that improve how websites appear in search results while also making sites easier to use and manage. The study takes a pragmatic approach and combines qualitative and quantitative methods. Three interviews with SEO experts provided first-hand insight; the questions were indirectly tied to the model’s elements, and answers were compared across interviews. The experts’ recommended SEO implementations were then compared with data from companies that had previously applied similar measures, as a form of validation. Most recommendations were validated. Based on these results, the thesis proposes an SEO-influenced version of the Brand Resonance Model that links specific SEO actions to most elements of the model. The “judgments” element could not be validated due to a lack of data. The outcome is a practical framework that can support clear communication between SEO specialists and marketing managers in collaborations between brands and SEO agencies.
Digitalisering ændrer i stigende grad måden, virksomheder skaber opmærksomhed og loyalitet på. Dette speciale undersøger, om og hvordan Brand Resonance-modellen kan oversættes til en digital kontekst, samt hvilken rolle kunstig intelligens (AI) spiller i dag. Brand Resonance-modellen beskriver, hvordan stærke brands bygges op – fra kendskab og oplevelse til vurderinger, følelser og egentlig resonans. I den digitale konkurrence om synlighed, hvor fx Google Søgning anvender AI, er brugeroplevelsesdesign (UX) og forståelse af brugeradfærd blevet centrale. Disse områder er tæt forbundet med søgemaskineoptimering (SEO), som dækker teknikker til at forbedre, hvordan websites vises i søgeresultater, samtidig med at siderne gøres lettere at bruge og vedligeholde. Specialet er forankret i et pragmatisk paradigme og kombinerer kvalitative og kvantitative metoder. Tre interviews med SEO-eksperter leverede førstehåndsindsigt; interviewspørgsmålene var indirekte koblet til elementerne i modellen, og svarene blev sammenlignet på tværs. Anbefalede SEO-implementeringer fra eksperterne blev efterfølgende sammenholdt med data fra virksomheder, der tidligere havde indført lignende tiltag, for at validere anbefalingerne. De fleste anbefalinger kunne valideres. På den baggrund udvikles en SEO-influeret udgave af Brand Resonance-modellen, som peger på konkrete SEO-tiltag for de fleste af modellens elementer. Elementet “vurderinger” kunne ikke valideres på grund af manglende data. Specialet munder ud i et praktisk rammeværk, der kan lette kommunikationen mellem SEO-specialister og marketingansvarlige i samarbejdet mellem brands og SEO-bureauer.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
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