Motivation for Customer-Based Brand Equity Model

Marketers know strong brands are important but arent always sure how to build one. CBBE model was designed to be
comprehensive cohesive well-grounded up-to-date actionable

MARKETING PLANNING PROCESS

Complex, Varied Marketing Activity

Detailed, Rich Marketing Models

Comprehensive, Robust Marketing Measures

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
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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

4. RELATIONSHIPS = RESONANCE What about you & 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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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
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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 of usage

Personality & values

Sincerity, excitement, competence, sophistication, & ruggedness

History, heritage, & experiences

Nostalgia Memories
8

Judgment Dimensions
Brand quality
Value Satisfaction

Brand credibility
Expertise Trustworthiness Likability

Brand consideration
Relevance

Brand superiority
Differentiation
9

Feelings Dimensions
Warmth Fun Excitement Security Social approval Self-respect

10

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

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

Application: Identify the key drivers of brand equity

Performance

0.65

Judgment
0.49

0.17

0.66

Resonance

Imagery

0.24

0.58

Feelings