Study of a

•FMCG,
•Consumer Durable
•Service
brand using CBBE Model
By Group # 4

Mehul J. Sudra – 10EX-025

Rajesh Kumar Gupta – 10EX-039
Siddharth Khetawat – 10EX-049
Sunil B Prabhu – 10EX-051
 Brand Equity
In very simple terms, it is the product of
sales x equity x audience size x market potential
which determines brand value

CBBE
• Customer-based brand equity is defined as the differential effect that brand
knowledge has on consumer response to the marketing of that brand.
 CBBE MODEL

Left Hand Side of the Pyramid-Rationale Route to Brand Building

Right Hand Side of the Pyramid-Emotional Route to Brand Building

 Brand Building Blocks
Brand Salience is how often and how easily customers think of the brand under
various purchase or consumption situations for e.g..:Photocopy-
XEROX/Toothpaste-Colgate etc.
Brand performance is how well the product or service meets customers’
functional needs for e.g.Mileage/Power Steering etc. in terms of Passenger
vehicles.
Brand imagery describes the extrinsic properties of the product or services,
including the ways in which the brand attempts to meet customers’
psychological or social needs.for e.g.LIC for security.
Brand judgements focus on customers’ own personal opinions and evaluations.
For e.g. Bata for Footwear.
Brand feelings are customers’ emotional responses and reactions
with respect to the brand for e.g Dettol for Protection
Brand Resonance
•An association of the brand in customers’ minds.
•Eliciting the proper customer responses in terms of brand related judgement and feelings.
•Converting brand response to create an intense, active loyalty relationship between customers and the
brand.for e.g TATA
 TOP TEN BRANDS –ACCORDING TO ECONOMIC
TIMES

Current Year Rating-2010 Companies Last Year Rating-2009

1 Nokia Mobile 1
2 Colgate 2
3 Lux 3
4 Dettol 5
5 Britannia 9
6 Lifebuoy 4
7 Clinic Plus 15

8 Pond`s 16
9 Fair & Lovely 18
10 Pepsodent 8
Maggi Brand – (FMCG)
 Maggi - Brand Salience

Depth of Brand Awareness

 'Mummy, bhookh lagi hai' (Mom, I'm hungry), 'Bas 2-Minute,'

(Only 2 minutes)
and 'Fast to Cook Good to Eat'

 The noodles' tagline, 'Fast to Cook Good to Eat‘

 Popular among age category of 5 + years.

Breadth of Brand Awareness

 Ease of cooking
 Good in taste
 Hits the customer mind instantly maximum number of times.
 Brand Performance
I.Nutritious/Hygienic.
II.Affordable/Value for Money.
III.Delicious-Different Flavours-Masala/Curry.
IV.Easy Access/Convenient Packaging.

Brand Imagery
I.Consumer category includes people above five years of age.
II.Affordability and ease of cooking makes the product a hit in
all consumer pschycological categories.
III.Availability across all retail channels.
IV.Any time consumption welcome.
V.Creates excitement among consumers.
VI.People of age group 20-30 have a nostalgic feelings.
 Brand Judgement
I.Value derived from brand Nestle. (Stands for good quality)
II.Satisfaction derived from the good taste and healthy snacks.
III.Credibility in terms of parent brand and others.
IV.Likability because of taste.
V.Brand superiority over other available noodle packages.

Brand Feelings
I.WARMTH – In the market for more than 3 generations.
II.Fun – Since good to taste hence has created a feeling of fun.
III.Excitement – Created because of taste and ease of making.
IV.Security – Healthy in content hence secure for consumers.
V.Social Approval – Because of parent brand image Nestle the
product has gained a social approval.
 Brand Resonance

I.Yesterday`s kids & today`s grown ups have 25 years worth of stories to
share - intimate, funny, cute, sweet, dramatic and sometimes, poignant.

I.Me and Meri Maggi campaign taps into the warmth, variety and
authenticity of its loyal users,

II.www.meandmeri.in.

III.Stories via SMS and letters.

 SBI-Brand – Services

Largest Nationalized Bank for India.

Main competitors ICICI Bank, Punjab National Bank &

Canara Bank.

Large network of branches and ATM’s.

SBI-CBBE MODEL
 Brand Salience

I.SBI has been associated with branding of financial services.

II.With SBI a customer identifies for his banking needs.
III. Public Limited Company

Brand Performance
I. Availability of all financial products and services within one
roof.
II. Affordability achieved by proper segmentation.
III. High on customer services.
IV. Government Backing.
 Brand Imagery
I.‘BANKER TO EVERY INDIA’
II.Largest number of Branches and ATM Machines across the
country.
III. Services customers from Rural to Urban areas.
IV. CEO to blue collar workmen (daily wagers).
V. Oldest bank in the country
VI. Ad campaign showing association of Every Indian with the
Bank.
VII. Brand Judgement
I.Unmatched quality in terms of products offered.
II.Having strong govt. backing
III.High on relevance in financial services industry
IV.Considered superior in comparison of other competing Indian
Banks.
 Brand Feelings
SBI products for the eldest in the house to the youngest.
I.Warmth : Can relate to old family values.
II.Security : In terms of reliability in dealing compared with
private sector banks.
III.Social Approval: In terms of acceptance from all levels in
society

Brand Resonance
I.The relationship in terms of accounts as old as four
generations.
II.Strong association with the nation.
III.Banker to every India.
 
Consumer Durable Brand-Apple
 Apple – Brand Salience

Familiar, friendly yet

Irresistible !
 Brand Salience
Apple Mac Release 1983
Need to build brand identity in a new user segment

Knowledge Workers in Medium businesses, Colleges, Small Businesses, Large

Businesses and and Homes

Apple Approach

• Tease campaign with network television and wall street journal

• Macintosh Ad during the 1984 Winter Olympics

• Ad on network and spot television with "Apple People" advertising

• Hands-on experience to media, demo stations at dealer

• Publications of MacWorld magazine

• Apple's famous 1984 Super Bowl ad for Mac – “Give Power to the masses”

Great product + Appropriate marketing approach = Right Brand Identity

 - Brand Performance
What How
• Aesthetic design • Extensive Research
• Compact • Strong Design
• Ease of use • Meticulous planning
• State of the art technology

Introduction of Apple IPOD

• Digital Audio Market - No stand-out

devices in the market
• Apple Ipod Product features
• 5 GB storage capacity – 1000
songs storage
• Small Size
• Hard Disc for storage
• CD to ipod – conversion tool

Get a Mac Campaign – Points of differentiation with PC

 Brand Imagery

Association

Wealthy, Innovators, People with good jobs, Good lifestyle, being

different

Association with personalities

iPod boxes featuring the images of famous musicians: Jimi Hendrix and
Miles Davis

Apple Mac – Computer for the rest of us ?

Brand for the smart, independent and informally classy

person
 Brand Judgment

• Attractive

• Consistent

• Innovative

• Attractive

“We build the products that we want to use ourselves”.

Steve Jobs, CEO, Apple Inc

 Brand Feeling
Fun , excitement, sense of pride, positive self image …

Apple Ipad – Excitement

Unlimited !
Multi touch Screen

Exciting Games

Fast Internet Access

Portrait and Landscape

Page layout

Apps made just for Apple

 Brand Resonance

Building Brand Resonance

• Mac User Groups

• Mac world Expo

• Turning class rooms into showrooms

• Exclusive Mac Stores