Cbbe Model
THE PROCESSES OF BUILDING BRAND EQUITY
This paper combines the conceptual framework of customer-based brand equity (Keller, 1993) and six-stage model of brand evolution (Goodyear, 1996) to develop the processes of building brand equity. Focuses of brand equity building are suggested for each stage.
Key words: brand equity, brand knowledge, brand evolution
INTRODUCTION
Successfully building, managing, and tracking the brand equity of brands are main goals of brand management. The brand strategies are flexible to fit the increasing competitive market and customers’ brand knowledge. It is more and more difficult to maintain the customer’s brand loyalty. Thus, it becomes crucial to understand brand equity and brand building processes more thoroughly in order to help brands succeed. Keller (1993) proposed a detailed conceptual model of customer-based brand equity (Figure 1). However, this framework did not indicate the processes of brand equity building. This paper employs a six-stage model developed by Goodyear (1996) and proposes the focuses of brand equity building in each stage.
BRAND EQUITY
Keller (1993) defines customer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. He developed a framework (Figure 1) of brand knowledge which can be divided into two components, brand awareness and brand image (a set of brand associations). Brand awareness consists of brand recognition and brand recall performance. Brand image is defined as “perceptions about a brand as reflected by the brand associations held in consumer memory”. Brand associations can be classified into three categories: attributes, benefits, and attitudes. Attributes are distinguished according to how directly they relate to product or services. One kind of attributes is product-related attributes such as the ingredients or functions of product or service. The other kind of attributes is non-product-related attributes such
This paper combines the conceptual framework of customer-based brand equity (Keller, 1993) and six-stage model of brand evolution (Goodyear, 1996) to develop the processes of building brand equity. Focuses of brand equity building are suggested for each stage.
Key words: brand equity, brand knowledge, brand evolution
INTRODUCTION
Successfully building, managing, and tracking the brand equity of brands are main goals of brand management. The brand strategies are flexible to fit the increasing competitive market and customers’ brand knowledge. It is more and more difficult to maintain the customer’s brand loyalty. Thus, it becomes crucial to understand brand equity and brand building processes more thoroughly in order to help brands succeed. Keller (1993) proposed a detailed conceptual model of customer-based brand equity (Figure 1). However, this framework did not indicate the processes of brand equity building. This paper employs a six-stage model developed by Goodyear (1996) and proposes the focuses of brand equity building in each stage.
BRAND EQUITY
Keller (1993) defines customer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. He developed a framework (Figure 1) of brand knowledge which can be divided into two components, brand awareness and brand image (a set of brand associations). Brand awareness consists of brand recognition and brand recall performance. Brand image is defined as “perceptions about a brand as reflected by the brand associations held in consumer memory”. Brand associations can be classified into three categories: attributes, benefits, and attitudes. Attributes are distinguished according to how directly they relate to product or services. One kind of attributes is product-related attributes such as the ingredients or functions of product or service. The other kind of attributes is non-product-related attributes such