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Motivation forCustomer-Based Brand Equity Model

Marketers know strong brands are important butarent always sure how to build one.

CBBE model was designed to be

comprehensive

cohesive

well-grounded

up-to-date

actionable

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Complex,Varied

Marketing

Activity

Comprehensive,

RobustMarketing

Measures

Detailed,

RichMarketing

Models

MARKETING PLANNING PROCESS

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Rationale ofCustomer-Based Brand Equity Model

Basic premise: Power of a brand resides in the minds ofcustomers

Challenge is to ensure customers have the right types of

experiences with products & services and their marketingprograms to create the right brand knowledge structures: Thoughts

Feelings

Images

Perceptions

Attitudes

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BuildingCustomer-Based Brand Equity

Building a strong brand involves a series of steps as partof a branding ladder

A strong brand is also characterized by a logicallyconstructed set of brand building blocks.

Identifies areas of strength and weakness

Provides guidance to marketing activities

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CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

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Salience Dimensions

Depthof brand awareness

Ease of recognition & recall

Strength & clarity of category membership

Breadthof brand awareness

Purchase consideration

Consumption consideration

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Performance Dimensions

Primary characteristics & supplementary features

Product reliability, durability, and serviceability

Service effectiveness, efficiency, and empathy

Style and design

Price

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Imagery Dimensions

User profiles

Demographic & psychographic characteristics

Actual or aspirational

Group perceptions -- popularity

Purchase & usage situations Type of channel, specific stores, ease of purchase

Time (day, week, month, year, etc.), location, and context ofusage

Personality & values

Sincerity, excitement, competence, sophistication, & ruggedness

History, heritage, & experiences

Nostalgia

Memories

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Judgment Dimensions

Brand quality Value

Satisfaction

Brand credibility

Expertise Trustworthiness

Likability

Brand consideration

Relevance Brand superiority

Differentiation

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Feelings Dimensions

Warmth

Fun

Excitement

Security

Social approval

Self-respect

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Resonance Dimensions

Behavioral loyalty

Frequency and amount of repeat purchases

Attitudinal attachment

Love brand (favorite possessions; a little pleasure)

Proud of brand Sense of community

Kinship

Affiliation

Active engagement

Seek information

Join club

Visit web site, chat rooms

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Customer-Based Brand Equity Model

Consumer-

Brand

Resonance

Brand Salience

Consumer

Judgments

Consumer

Feelings

Brand

PerformanceBrand

Imagery

INTENSE, ACTIVE

LOYALTY

RATIONAL &

EMOTIONAL

REACTIONS

POINTS-OF-

PARITY &POINTS-OF-

DIFFERENCE

DEEP, BROAD

BRAND

AWARENESS

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Sub-Dimensions of CBBE Pyramid

LOYALTY

ATTACHMENT

COMMUNITY

ENGAGEMENT

QUALITYCREDIBILITY

CONSIDERATION

SUPERIORITY

WARMTH

FUN

EXCITEMENT

SECURITY

SOCIAL APPROVAL

SELF-RESPECT

CATEGORY IDENTIFICATION

NEEDS SATISFIED

PRIMARY CHARACTERISTICS &

SECONDARY FEATURES

PRODUCT RELIABILITY,

DURABILITY & SERVICEABILITY

SERVICE EFFECTIVENESS,

EFFICIENCY, & EMPATHY

STYLE AND DESIGN

PRICE

USER PROFILES

PURCHASE & USAGE

SITUATIONSPERSONALITY &

VALUES

HISTORY, HERITAGE,

& EXPERIENCES

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Application:

Identify the key drivers of brand equity

0.17 0.66

0.24

0.65Performance

Imagery Feelings

Judgment

Resonance

0.58

0.49