Professional Documents
Culture Documents
Complex,
Varied
Marketing
Activity
Detailed, Comprehensive,
Rich Robust
Marketing Marketing
Models 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?
3. RESPONSE =
JUDGMENTS FEELINGS
What about you?
2. MEANING =
PERFORMANCE IMAGERY What are you?
1. IDENTITY =
SALIENCE
Who are you?
Salience Dimensions
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
Consumer INTENSE, ACTIVE
LOYALTY
Brand
Resonance
RATIONAL &
Consumer Consumer EMOTIONAL
Judgments Feelings REACTIONS
POINTSOF
PARITY &
Brand Brand POINTSOF
Performance Imagery DIFFERENCE
DEEP, BROAD
Brand Salience BRAND
AWARENESS
Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
WARMTH
QUALITY FUN
CREDIBILITY EXCITEMENT
CONSIDERATION SECURITY
SUPERIORITY SOCIAL APPROVAL
SELFRESPECT
PRIMARY CHARACTERISTICS & USER PROFILES
SECONDARY FEATURES PURCHASE & USAGE
PRODUCT RELIABILITY, DURABILITY SITUATIONS
& SERVICEABILITY PERSONALITY &
SERVICE EFFECTIVENESS, VALUES
EFFICIENCY, & EMPATHY HISTORY, HERITAGE,
STYLE AND DESIGN & EXPERIENCES
PRICE
CATEGORY IDENTIFICATION
NEEDS SATISFIED
Application:
Identify the key drivers of brand equity
2
J- 12
P-1
J-1
P-1
P-2
J-2
1
11
1
P-
J-
3
3
P-
J-
Performance Judgment
P-10
J-4
P-4 0.65 0
J-1
0.49
R-2
R-1
R-1
P-
J-
P-
J-
9
9
11
5
5
P-8
J-8
P-6
J-6
R-
P-7
J-7
3
R-
Resonance
R-10
R-4
0.17 0.66
I-12
R-
I-1
F-1
F-1
R-
I-2
F- 2
5
1
R-8
1
R-6
I-1
R-7
F-
I-3
3
F-
0.58
0.24
Imagery Feelings
I-10
F-4
I-4 0
F-1
I- 9
F-
I-5
F-
9
5
I- 8
F-8
I- 6
F-6
I-7
F-7