Consumer Based Brand Equity Pyramid

By: Mauli Desai Ranita Lakra

CBBE Pyramid

Subdimensions of Brand Building Blocks

Salience
Category identification Needs satisfied

Performance
Primary characterstics and secondary features Product Reliability, Durability and Servicibility Service Effectiveness, Efficiency and Empathy Style and Design Price User profile Purchase and Usage situations Personality and values History, heritage and experiences

Imagery

 Judgments
Quality Credibility Consideration Superiority

Resonance
Loyalty Attachment Commitment Engagement

Feelings
Warmth Fun Excitement Security Social approval Self-respect

MOOV Healthcare and personal care

Brand Salience
Depth of brand awareness: Customer easily recall this brand and thus it has a deeper level of brand awareness than other brands that are recognized only when seen. Moov is known as backache specialist All Moov communications are based on slice-of-life situations . The brand awareness is increasing via TVC, print, web etc. Breadth of brand awareness: MOOV can be used for Relieving minor aches and pains of muscles and joints. It eases back pain, Neck pain, shoulder pain, strains and sprains. Customers may also stock the product for business tours, adventure trips etc.

Brand Awareness
All MOOV communications through TV, Print etc. are based on slice-of-life situations

Brand PerformanceRelates to ways MOOV attempts to meet customers most functional needs
Primary ingredients: The specialized Ayurvedic Fast Pain Relief Formula with the power of Nilgiri Oil contains other active ingredients such as Tarpin Oil, Oil of Wintergreen and Mint flowers. Penetrating deep inside, MOOV produces warmth to target and relieve pain. Variant : Moov Neck & Shoulder The New Moov Neck & Shoulder with its unique Anti-inflammatory System acts fast to reduce swelling & inflammation and thus relieves pain. Moov Neck & Shoulder is fortified with the power of Oil of Wintergreen, which acts as topical pain reliever and provides fast relief from muscle cramps. Moov Neck and shoulders is a non- greasy formula with a pleasant fragrance.

 Supplementary features MOOV is also available as an aerosol spray. Convenient and easy to apply, MOOV spray is ideal for people on the move.

Packaging sizes Moov backache -Tubes: 5g, 15g, 25g and 50g tubes Spray: 35g & 80g Moov neck & shoulder - Gel: 15g & 30g Spray: 35g
Product reliability: High consistency in performance over time and from purchase to purchase Durability Expiry date is 3 years from manufacturing. To be stored below 25 C (77F) in dry condition.

Style and Design

Brand Imageryintangible aspects of MOOV, extrinsic properties of MOOV, way people think about a brand abstractly User profile Housewives, working M/F, elderly M/F Purchase and usage situations Customers buy Moov when they feel the pain or stock it for future use from medical store or retail outlets. Time and place of usage It can be used at any time 365 days It can be applied at home or anywhere else.

Brand personality and values

Target group Housewives Brand personality and values Feminine, reliable, middleclass, friendly, caring, warm Independent, responsible, sincere Smart and efficient

Working women Working men

BRAND JUDGEMENTSFocus upon customers personal opinion on MOOV

Perceived quality of MOOV by customer is very satisfying due to its composition, packaging and economic aspects

MOOV Quality MOOV Expertise MOOV Trustworthiness

MOOV is competent, innovative and expert product in its category

Dependable from its inception since 1986

MOOV Likability

High likability More than an OTC product, MOOV has become an FMCG product influencing customers

MOOV Superiority

MOOV considered superior to its other competitor brands in pain relief segment like Movon, Iodex, Amrutanjan etc.

BRAND FEELINGS
customers emotional responses and reactions w.r.t to MOOV

Warmth Caring

Feeling of warmth makes women feel relaxed and gives relief from pain

Consumers associate MOOV with care which gives them relief

Security

If Moov is here with me, I am secured With MOOV I can finish my work an duties without worrying about pain

Independent

Using MOOV makes consumers feel independent

BRAND RESONANCEnature of relationship that customers have with Brand MOOV

Category of Brand Resonance Properties of category Current Status

Loyalty

Repeat purchase

Strong loyalty, customers buy it anytime when pain comes

Buying MOOV for future use i.e by stocking it www.moovneckandshoulder.co m But no presence on social sites www.moovneckandshoulder.co m Chat rooms, asking questions to experts, daily exercise screensavers, information regarding headaches, backaches etc.

Attachment Community

Buying the product out of necessity Sense of kinship with other people using MOOV Going extra mile by having strong brand loyalty

Engagement

Active Brand Management

CBBE Pyramid for MOOV

Consumer has strong loyalty & attachment, also creating active engagement via www.moovneckandshoulder.com

RESONANCE
Product expert in its category and trustworthy

JUDGEMENTS
High performance product giving desired results

FEELINGS

Independent, caring, warmth, security

PERFORMANCE

IMAGERY

Female, reliable, middle class, smart

High awareness Backache, neck and shoulder specialist

SALIENCE

Paras has created innovative category according to perceived needs of common men and women, and has successfully built a Brand MOOV with a strong brand equity.

Thank You