The document discusses the application of the Keller Model of Customer-Based Brand Equity (CBBE) to the brand Ngaze. It analyzes Ngaze according to the four levels of the Keller Model's pyramid structure: (1) Brand Identity - how Ngaze differentiates itself as a specialized platform for subject-specific skills and Olympiads; (2) Brand Meaning - how it focuses on gamification and rewards to engage users and uses imagery like avatars to appeal to users' social and competitive desires; (3) Brand Response - how its website, social media, and onboarding aim to provide value and a pleasant experience; (4) Brand Resonance - its goal of users being committed promoters through coupling Ng
The document discusses the application of the Keller Model of Customer-Based Brand Equity (CBBE) to the brand Ngaze. It analyzes Ngaze according to the four levels of the Keller Model's pyramid structure: (1) Brand Identity - how Ngaze differentiates itself as a specialized platform for subject-specific skills and Olympiads; (2) Brand Meaning - how it focuses on gamification and rewards to engage users and uses imagery like avatars to appeal to users' social and competitive desires; (3) Brand Response - how its website, social media, and onboarding aim to provide value and a pleasant experience; (4) Brand Resonance - its goal of users being committed promoters through coupling Ng
The document discusses the application of the Keller Model of Customer-Based Brand Equity (CBBE) to the brand Ngaze. It analyzes Ngaze according to the four levels of the Keller Model's pyramid structure: (1) Brand Identity - how Ngaze differentiates itself as a specialized platform for subject-specific skills and Olympiads; (2) Brand Meaning - how it focuses on gamification and rewards to engage users and uses imagery like avatars to appeal to users' social and competitive desires; (3) Brand Response - how its website, social media, and onboarding aim to provide value and a pleasant experience; (4) Brand Resonance - its goal of users being committed promoters through coupling Ng
The document discusses the application of the Keller Model of Customer-Based Brand Equity (CBBE) to the brand Ngaze. It analyzes Ngaze according to the four levels of the Keller Model's pyramid structure: (1) Brand Identity - how Ngaze differentiates itself as a specialized platform for subject-specific skills and Olympiads; (2) Brand Meaning - how it focuses on gamification and rewards to engage users and uses imagery like avatars to appeal to users' social and competitive desires; (3) Brand Response - how its website, social media, and onboarding aim to provide value and a pleasant experience; (4) Brand Resonance - its goal of users being committed promoters through coupling Ng
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The Keller Model of CBBE was developed by Kevin Lane Keller.
It is one of the most well-known
and widely used models of customer-based brand equity. The Keller Model is a pyramid with Brand Identity at the bottom and Resonance at the top. It progresses from demonstrating how to lay the groundwork to the final step, in which clients have a positive relationship with a brand and promote it. The five elements that determine a customer's view of a brand are performance, value, social image, trust, and commitment. If a brand is created on a solid foundation, customers should be able to positively recognize it using these five components. Positive brand equity can be achieved when your customers have a deep connection with your brand.
Let us look how the CBBE Model applies to Ngaze:
Level 1: Brand Identity This is how customers see a brand and how they differentiate it from others. It investigates the phrases and images that purchasers conjure up when they hear a brand name. It's the most crucial level, and it needs to be sturdy in order to sustain the rest of the pyramid. Ngaze provides its customers with the option to hone their subject-specific talents and prepare for Olympiads. They assist their clients in competing, collaborating, and evaluating themselves. It promotes itself as a specialized platform which despite being an Edtech company, does not sell online courses, books, or live classes. This demonstrates to their users why they are unique. Level 2: Brand Meaning Customers will want to learn more about a product once they are aware of the brand. They will look at its features, appearance, style, as well as its reliability, durability, customer experience, and price, to assess its brand meaning. Level 2 is divided into two groups: Brand performance: This includes product features, dependability, and cost, as well as customer service and satisfaction. Ngaze focuses on making learning interesting in order to engage students. Ngaze excels on the Brand Performance tier of the pyramid thanks to features like gamification, linking outcomes to rewards, adding avatars, and leaderboards that provide a variety of learning forms. Brand imagery: Ngaze must ensure that its brand imagery fulfills the social and psychological needs of its users. Ngaze's customers desire to communicate with like-minded competitive individuals who will encourage them to improve at what they do well. They also desire widespread recognition for their intellectual achievements. That’s why they designed a young guy avatar who exudes a confident and sophisticated demeanor. Their users see the avatar as intelligent due to his well-built physical characteristics, curly hair, and frequent smile, which is a stereotype they want to exploit. The universal leaderboard and badges are used as intrinsic cues to highlight the product's competitive nature. Extrinsic signals are used to communicate platform quality, such as real-world testimonies from users and content developers. They've also included a cutting-edge user interface to indicate the quality of the product and content.
Level 3: Brand Response
On this level of Keller's model, separating judgment from feelings can be difficult, and each customer's experience is highly individualized. One customer may view the brand to be irrelevant, while another may think it to be completely relevant. Ngaze created a well-informed website and social media presence to fulfill users' cognition demands in order to instill a pleasant feeling among clients. The onboarding process is designed to be as simple as possible so that users may quickly grasp the platform's value. Positive reinforcements, regular contest updates, and community participation are also planned to enhance the user experience. Level 4: Brand Resonance Resonance is the pinnacle of Keller's CBBE model: when a customer is committed to a brand, believes it is superior, will not buy anything else, and promotes its benefits to others. The branding strategy is that Ngaze does not make students stand out; it is used by great students. Ngaze's strong ties to academia's finest circles help it establish itself as a specialist platform. They use various condition techniques, in which they continually couple Ngaze (conditioned stimulus) with 'winners' (unconditioned stimulus) to instill a desire to succeed (conditioned response). Through these strategies, they wish to be the sole owners of the term "compete" and create a strong brand resonance.
