Brand Cbbe Model

Motivation for Customer-Based Brand Equity Model  Marketers know strong brands are

important but aren’t 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

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

CUSTOMER­BASED BRAND EQUITY PYRAMID

4.   RELATIONSHIPS  =  RESONANCE

JUDGMENTS

FEELINGS

 What about you & me?

3.  RESPONSE  =   What about you?

2.   MEANING  =   PERFORMANCE

IMAGERY

SALIENCE

What are you?

1.   IDENTITY  =    Who are you?

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

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

Judgment Dimensions  Brand quality  

Value Satisfaction

 Brand credibility   

Expertise Trustworthiness Likability

 Brand consideration 

Relevance

 Brand superiority 

Differentiation

Feelings Dimensions  Warmth  Fun  Excitement  Security  Social approval  Self-respect

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

Customer-Based Brand Equity Model INTENSE, ACTIVE  LOYALTY

Consumer­ Brand Resonance

Consumer  Judgments

Brand Performance

Consumer  Feelings

Brand Imagery

Brand Salience

RATIONAL &  EMOTIONAL  REACTIONS

POINTS­OF­ PARITY &  POINTS­OF­ DIFFERENCE

DEEP, BROAD  BRAND  AWARENESS

Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT

QUALITY  CREDIBILITY CONSIDERATION SUPERIORITY

PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY  & SERVICEABILITY SERVICE EFFECTIVENESS,  EFFICIENCY, & EMPATHY  STYLE AND DESIGN  PRICE

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF­RESPECT

USER PROFILES PURCHASE & USAGE  SITUATIONS PERSONALITY &  VALUES HISTORY,  HERITAGE,   & EXPERIENCES

CATEGORY IDENTIFICATION NEEDS SATISFIED

J-2

J-1

J- 12

J3

Judgment

R-10 F- 2

F-1

2 F-1

1

3 F-

I-3

1 F-

I-1

I-12

I-2

F-1

0

1

3

R-2

P-10 I-1

5

F-4

R-6

Feelings

R-7

R-8

I-4

R-4

R-

9

Imagery

R-

0.58

0.24

R-

5

J-6

J-7

J-8

5

P-6

P-7

P-8

Resonance

0.66

0.17

R-1

J-

J9

P-

P9

0.49

2

J-4

R-1

0.65

11 R-

11 J-

P3

P-1

P-1

1 P-

P-2

P-4

0

Performance

J-1

1

2

Application: Identify the key drivers of brand equity

9

5 F-

FF-6

F-7

F-8

I- 6

I-7

I- 8

I-5

I-10 I- 9