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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)
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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?


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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)

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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

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)

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Performance Dimensions

Service effectiveness, efficiency (speed and responsiveness), and empathy Style and design Price

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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

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
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Personality and values

History, heritage, and experiences


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

Judgment Dimensions

Brand quality

Brand consideration

Value Satisfaction

Relevance
Differentiation

Brand credibility

Brand superiority

Expertise Trustworthiness Likeability (Is it fun, interesting.)

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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

Feelings Dimensions

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

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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

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


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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.

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