Customer-Based Brand Equity Model (Cbbe)
Customer-Based Brand Equity Model (CBBE)
CBBE act as a bridge to add value on a product endowed to a product as a result of past investments in the marketing of a brand. It is also provide provides direction and focus to future marketing activities. CBBE model designed to assist management in brand building efforts. According to the model, building a strong brand involves four steps: establish brand identity, create brand meaning, positive, eliciting accessible brand responses, and building brand relationship. In order to achieve these four steps, there are six brand building blocks which involves brand salience, brand performance, brand imagery, brand judgments, brand feelings and brand resonance
Brand Identity
Brand Salience means awareness and it’s related to achieve right brand identity. Brand awareness refers to customers’ ability to recall and recognize a brand also involves linking the brand of brand name, logo, and symbol and so on to certain associations in memory. First, salience influences the formation and strength of brand associations that make up the brand image and gives the brand meaning. Secondly, creating high level of brand salience in terms of category identification and needs satisfied is of critical importance during possible purchase or consumption opportunities. Third, when customers have low involvement with a product category, they may make choices based on brand salience alone.
Brand identity can be differentiating by two dimensions which are depth and breadth. Depth of brand awareness refers to how easily customers can recall or recognize the brand. Breadth of brand awareness refers to the range of purchase and consumption situations in which the brand comes to mind.
Brand Meaning
Creating brand meaning involves establishing brand image. It comes into consumer mind what’s the characters of your product. Brand performance is the primary influence of what consumer experience with the brand and what they heard about it.
CBBE act as a bridge to add value on a product endowed to a product as a result of past investments in the marketing of a brand. It is also provide provides direction and focus to future marketing activities. CBBE model designed to assist management in brand building efforts. According to the model, building a strong brand involves four steps: establish brand identity, create brand meaning, positive, eliciting accessible brand responses, and building brand relationship. In order to achieve these four steps, there are six brand building blocks which involves brand salience, brand performance, brand imagery, brand judgments, brand feelings and brand resonance
Brand Identity
Brand Salience means awareness and it’s related to achieve right brand identity. Brand awareness refers to customers’ ability to recall and recognize a brand also involves linking the brand of brand name, logo, and symbol and so on to certain associations in memory. First, salience influences the formation and strength of brand associations that make up the brand image and gives the brand meaning. Secondly, creating high level of brand salience in terms of category identification and needs satisfied is of critical importance during possible purchase or consumption opportunities. Third, when customers have low involvement with a product category, they may make choices based on brand salience alone.
Brand identity can be differentiating by two dimensions which are depth and breadth. Depth of brand awareness refers to how easily customers can recall or recognize the brand. Breadth of brand awareness refers to the range of purchase and consumption situations in which the brand comes to mind.
Brand Meaning
Creating brand meaning involves establishing brand image. It comes into consumer mind what’s the characters of your product. Brand performance is the primary influence of what consumer experience with the brand and what they heard about it.