Cbbe Model

Customer-based Brand Equity Model
Four Questions Customers ask of Brands

1.
2.
3.
4.
Who are you? (brand identity) What are you? (brand meaning) What about you? What do I think or feel about you? (brand responses) What about you and me? What kind of association and how much of a connection would I like to have with you? (brand relationships)
2.2
Customer-Based Brand Equity Pyramid

4. RELATIONSHIPS = RESONANCE What about you and me?
3. RESPONSE = JUDGMENTS FEELINGS
What about you?
2. MEANING = PERFORMANCE IMAGERY What are you?
SALIENCE
1. IDENTITY =
Who are you?

2.3
Customer-Based Brand Equity Model

ConsumerBrand Resonance
INTENSE, ACTIVE LOYALTY
Consumer Judgments
Consumer Feelings
RATIONAL & EMOTIONAL REACTIONS
Brand Performance
Brand Imagery
POINTS-OFPARITY & POINTS-OFDIFFERENCE
Brand Salience
DEEP, BROAD BRAND AWARENESS
Sub-Dimensions of CBBE Pyramid

LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT
QUALITY CREDIBILITY CONSIDERATION SUPERIORITY
WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT
PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY & EMPATHY STYLE AND DESIGN PRICE
USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE & EXPERIENCES
CATEGORY IDENTIFICATION NEEDS SATISFIED
Salience Dimensions
Depth of brand awareness

Ease of recognition and recall Strength and clarity of category membership
Breadth of brand awareness
Does the brand come to mind in a variety of consumption situations? (Soft drinks have great breadth)
2.6

Performance Dimensions
Primary ingredients and supplementary features (Dove/Intel/Teflon) Product reliability (consistency of performance over time and from purchase to purchase), durability, and serviceability (ease of repairing)
2.8
Performance Dimensions
Service effectiveness, efficiency (speed and responsiveness), and empathy Style and design Price
2.9

Imagery Dimensions
User profiles

Gender: Marlboro is masculine; Venus razors are feminine Age: Pepsi is very young Income: BMW is for yuppies Psychographic (lifestyle)
Purchase and usage situations

Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage
Sincerity, excitement, competence, sophistication, and ruggedness Nostalgia Memories
2.11
Personality and values
History, heritage, and experiences


Judgment Dimensions
Brand quality

Brand consideration
Value Satisfaction
Relevance
Differentiation
Brand credibility

Brand superiority
Expertise Trustworthiness Likeability (Is it fun, interesting.)
2.13

Feelings Dimensions
Warmth (Airtel, Vodafone) Fun (Disney) Excitement (Radio Mirchi, Fever 104) Security (Dettol, J&J) Social Approval (Mercedes) Self-respect (Raymond)
2.15

Resonance Dimensions
Behavioral loyalty
Frequency and amount of repeat purchases Love brand (favorite possessions; a little pleasure) Proud of brand Kinship Affiliation
Attitudinal attachment

Sense of community

Active engagement
Seek information Join club Visit website, chat rooms

2.17
Brand Building Implications
Customers own brands. Dont take shortcuts with brands. Brands should have a duality head and heart. Brands should have richness. Brand resonance provides important focus to Marketing.
2.18

Cbbe Model

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Cbbe Model

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Customer-based Brand Equity Model

Four Questions Customers ask of Brands

Customer-Based Brand Equity Pyramid

3. RESPONSE = JUDGMENTS FEELINGS

What about you?

2. MEANING = PERFORMANCE IMAGERY What are you?

Who are you?

Customer-Based Brand Equity Model

RATIONAL & EMOTIONAL REACTIONS

POINTS-OFPARITY & POINTS-OFDIFFERENCE

DEEP, BROAD BRAND AWARENESS

Sub-Dimensions of CBBE Pyramid

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

CATEGORY IDENTIFICATION NEEDS SATISFIED

Depth of brand awareness

Breadth of brand awareness

Sub-Dimensions of CBBE Pyramid

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

CATEGORY IDENTIFICATION NEEDS SATISFIED

Sub-Dimensions of CBBE Pyramid

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

CATEGORY IDENTIFICATION NEEDS SATISFIED

Purchase and usage situations

Personality and values

History, heritage, and experiences

Sub-Dimensions of CBBE Pyramid

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

CATEGORY IDENTIFICATION NEEDS SATISFIED

Expertise Trustworthiness Likeability (Is it fun, interesting.)

Sub-Dimensions of CBBE Pyramid

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

CATEGORY IDENTIFICATION NEEDS SATISFIED

Sub-Dimensions of CBBE Pyramid

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

CATEGORY IDENTIFICATION NEEDS SATISFIED

Seek information Join club Visit website, chat rooms

Brand Building Implications

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