Motivation forCustomer-Based Brand Equity Model
Marketers know strong brands are important but aren’t always sure how to build one.
CBBE model was designed to be … comprehensive cohesive well-grounded up-to-date actionable
Complex,Varied
MarketingActivity
Comprehensive,Robust
MarketingMeasures
Detailed,Rich
MarketingModels
MARKETING PLANNING PROCESS
Rationale of Customer-Based Brand Equity Model
Basic premise: Power of a brand resides in the minds of customers
Challenge is to ensure customers have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures: Thoughts Feelings Images Perceptions Attitudes
Building Customer-Based Brand Equity
Building a strong brand involves a series of steps as part of a “branding ladder”
A strong brand is also characterized by a logically constructed set of brand “building blocks.” Identifies areas of strength and weakness Provides guidance to marketing activities
CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
1. IDENTITY =
Who are you?
Salience Dimensions
Depth of brand awareness Ease of recognition & recall Strength & clarity of category membership
Breadth of brand awareness Purchase consideration Consumption consideration
Performance Dimensions
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
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
of usage
Personality & values Sincerity, excitement, competence, sophistication, &
ruggedness
History, heritage, & experiences Nostalgia Memories
Judgment Dimensions Brand quality
Value Satisfaction
Brand credibility Expertise Trustworthiness Likability
Brand consideration Relevance
Brand superiority Differentiation
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
Customer-Based Brand Equity Model
Consumer-BrandResonance
Brand Salience
Consumer Judgments
Consumer Feelings
BrandPerformance
BrandImagery
INTENSE, ACTIVE LOYALTY
INTENSE, ACTIVE LOYALTY
RATIONAL & EMOTIONAL REACTIONS
RATIONAL & EMOTIONAL REACTIONS
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
DEEP, BROAD BRAND
AWARENESS
DEEP, BROAD BRAND
AWARENESS
Sub-Dimensions of CBBE Pyramid
LOYALTYATTACHMENTCOMMUNITYENGAGEMENT
QUALITY CREDIBILITYCONSIDERATIONSUPERIORITY
WARMTHFUNEXCITEMENTSECURITYSOCIAL APPROVALSELF-RESPECT
CATEGORY IDENTIFICATIONNEEDS SATISFIED
PRIMARY CHARACTERISTICS &SECONDARY FEATURES
PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY
STYLE AND DESIGN PRICE
USER PROFILESPURCHASE & USAGE
SITUATIONSPERSONALITY &
VALUESHISTORY, HERITAGE, & EXPERIENCES
Application:Identify the key drivers of brand equity
0.17 0.66
0.24
0.65
P-2
P-2
PerformancePerformance
P-1P-1
P-10 P-10
P-7
P-7
P-8P-8
P-9P-9
P-3
P-3
P-4P-4
P-6P-6
P-5P-5
P-11 P-11 P-
12
P-12
I-2I-2
I-9I-9
ImageryImagery
I-1I-1
I-3I-3
I-6I-6
I-5I-5
I-10 I-10
I-7I-7
I-8I-8
I-11
I-11 I-12
I-12
I-4I-4
F-2
F-2
FeelingsFeelings
F-1F-1
F-3
F-3
F-4F-4
F-6F-6
F-5F-5
F-7
F-7
F-8F-8
F-9F-9
F-11 F-11 F-
12
F-12
F-10F-10
J-2J-2
JudgmentJudgment
J-1J-1
J-3J-3
J-4J-4
J-6J-6
J-5J-5
J-10J-10
J-7J-7
J-8J-8
J-9J-9
J-11
J-11 J-12
J-12
R-2R-2
ResonanceResonance
R-1
R-1
R-3
R-3
R-4R-4
R-6
R-6
R-5R-5
R-10 R-10
R-7
R-7
R-8
R-8
R-9R-9
R-11
R-11 R-1
2R
-12
0.58
0.49