Cbbe Model

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  • Topic: Marketing, Brand, Brand management
  • Pages : 9 (564 words )
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  • Published : January 22, 2011
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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  What about you & me?

JUDGMENTS

FEELINGS

3.  RESPONSE  =   What about you?

2.   MEANING  =   PERFORMANCE IMAGERY What are you?

SALIENCE

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 empathy

 Service effectiveness, efficiency, and  Style and design  Price

Imagery Dimensions
 User profiles
  

Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage Sincerity, excitement, competence, sophistication, & ruggedness Nostalgia Memories

 Purchase & usage situations
 

 Personality & values


 History, heritage, & experiences
 

Judgment Dimensions
 Brand quality
 

Value Satisfaction Expertise Trustworthiness Likability Relevance Differentiation

 Brand credibility
  

 Brand consideration


 Brand superiority


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

Resonance Dimensions
 Behavioral loyalty


Frequency and amount of repeat purchases Love brand (favorite possessions; “a little pleasure”) Proud of brand Kinship Affiliation Seek information Join club Visit web site, chat rooms

 Attitudinal attachment
 

 Sense of community
 

 Active engagement
  

Customer-Based Brand Equity Model
Consumer­ Brand Resonance
INTENSE, ACTIVE  LOYALTY

Consumer  Judgments

Consumer  Feelings

RATIONAL &  EMOTIONAL  REACTIONS

Brand Performance

Brand Imagery

POINTS­OF­ PARITY &  POINTS­OF­ DIFFERENCE

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 SELF­RESPECT

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
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