Consumer Based Brand Equity Pyramid

By:Mauli DesaiRanita Lakra

CBBE Pyramid

Subdimensions of Brand Building Blocks

• Salience– Category identification– Needs satisfied

• Performance– Primary characterstics and secondary features– Product Reliability, Durability and Servicibility– Service Effectiveness, Efficiency and Empathy– Style and Design– Price

• Imagery– User profile– Purchase and Usage situations– Personality and values– History, heritage and experiences

• Judgments– Quality– Credibility– Consideration– Superiority

• Feelings– Warmth– Fun– Excitement– Security – Social approval– Self-respect

• Resonance– Loyalty– Attachment– Commitment– Engagement

MOOVHealthcare and personal care

Brand Salience• Depth of brand awareness:

– Customer easily recall this brand and thus it has a deeper level of brand awareness than other brands that are recognized only when seen.

– Moov is known as backache specialist– All Moov communications are based on slice-of-life situations .– The brand awareness is increasing via TVC, print, web etc.

• Breadth of brand awareness:– MOOV can be used for Relieving minor aches and pains of muscles

and joints. It eases back pain, Neck pain, shoulder pain, strains and sprains.

– Customers may also stock the product for business tours, adventure trips etc.

Brand Awareness

All MOOV communications through TV, Print etc. are based on slice-of-life situations

Brand Performance-Relates to ways MOOV attempts to meet customer’s most functional needs

• Primary ingredients:The specialized Ayurvedic ‘Fast Pain Relief Formula’ with the power of Nilgiri Oil contains other active ingredients such as Tarpin Oil, Oil of Wintergreen and Mint flowers. Penetrating deep inside, MOOV produces warmth to target and relieve pain.

• Variant : Moov Neck & Shoulder The New Moov Neck & Shoulder with it’s unique ‘Anti-inflammatory System’ acts fast to reduce swelling & inflammation and thus relieves pain. Moov Neck & Shoulder is fortified with the power of ‘Oil of Wintergreen’, which acts as topical pain reliever and provides fast relief from muscle cramps. Moov Neck and shoulders is a non- greasy formula with a pleasant fragrance.

• Supplementary features– MOOV is also available as an aerosol spray. – Convenient and easy to apply, MOOV spray is ideal for people

on the move.

• Packaging sizesMoov backache -Tubes: 5g, 15g, 25g and 50g tubes

Spray: 35g & 80g Moov neck & shoulder - Gel: 15g & 30g

Spray: 35g

• Product reliability:– High consistency in performance over time and from purchase to

purchase

• Durability – Expiry date is 3 years from manufacturing. To be stored below 25° C

(77°F) in dry condition.

Style and Design

Brand Imagery-intangible aspects of MOOV, extrinsic properties of MOOV, way people think

about a brand abstractly

• User profile– Housewives, working M/F, elderly M/F

• Purchase and usage situations– Customers buy Moov when they feel the pain or stock it for future use

from medical store or retail outlets.

• Time and place of usage– It can be used at any time 365 days– It can be applied at home or anywhere else.

Brand personality and values

Target group Brand personality and values

Housewives Feminine, reliable, middleclass, friendly, caring, warm

Working women Independent, responsible, sincere

Working men Smart and efficient

BRAND JUDGEMENTS-Focus upon customer’s personal opinion on MOOV

•Perceived quality of MOOV by customer is very satisfying due to its composition, packaging and economic aspectsMOOV Quality

• MOOV is competent, innovative and expert product in its categoryMOOV Expertise

•Dependable from its inception since 1986MOOV

Trustworthiness

•High likability•More than an OTC product, MOOV has become an FMCG product influencing customers

MOOV Likability

•MOOV considered superior to its other competitor brands in pain relief segment like Movon, Iodex, Amrutanjan etc.

MOOV Superiority

BRAND FEELINGS – customer’s emotional responses and reactions w.r.t to MOOV

•Feeling of warmth makes women feel relaxed and gives relief from painWarmth•Consumers associate MOOV with care which gives them relief Caring

•If Moov is here with me, I am secured•With MOOV I can finish my work an duties without worrying about pain Security

• Using MOOV makes consumers feel independentIndependent

BRAND RESONANCE-nature of relationship that customers have with Brand MOOVCategory of Brand Resonance

Properties of category Current Status

Loyalty Repeat purchase Strong loyalty, customers buy it anytime when pain comes

Attachment Buying the product out of necessity

Buying MOOV for future use i.e by stocking it

Community Sense of kinship with other people using MOOV

www.moovneckandshoulder.comBut no presence on social sites

Engagement Going extra mile by having strong brand loyalty

www.moovneckandshoulder.comChat rooms, asking questions to experts, daily exercise screensavers, information regarding headaches, backaches etc.

Active Brand Management

RESONANCE

FEELINGSJUDGEMENTS

IMAGERYPERFORMANCE

SALIENCE

Consumer has strong loyalty & attachment, also creating active engagement via www.moovneckandshoulder.com

Product expert in its category and trustworthy

Independent, caring, warmth, security

•High performance product giving desired results

Female, reliable, middle class,smart

High awareness•Backache, neck and shoulder specialist

CBBE Pyramid for MOOV

Paras has created innovative category according to perceived needs of common men and women, and has successfully built a Brand MOOV with a strong

brand equity.

Thank You