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    Chapter 2 Customer Based Brand Equity

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    Aditya Upreti
    The document discusses customer-based brand equity (CBBE). CBBE refers to the differential effect that brand knowledge has on consumer responses to the marketing of that brand. It is based on what resides in consumers' minds regarding the brand. CBBE has three key ingredients - the differential effect of the brand on consumer response compared to other brands, the brand knowledge held by consumers, and how consumers respond to marketing for that brand through their choices and evaluations. Building strong brand equity requires establishing brand awareness and a favorable brand image in the minds of consumers.

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    Chapter 2 Customer Based Brand Equity

    Uploaded by

    Aditya Upreti
    40 views39 pages
    The document discusses customer-based brand equity (CBBE). CBBE refers to the differential effect that brand knowledge has on consumer responses to the marketing of that brand. It is based on what resides in consumers' minds regarding the brand. CBBE has three key ingredients - the differential effect of the brand on consumer response compared to other brands, the brand knowledge held by consumers, and how consumers respond to marketing for that brand through their choices and evaluations. Building strong brand equity requires establishing brand awareness and a favorable brand image in the minds of consumers.

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    The document discusses customer-based brand equity (CBBE). CBBE refers to the differential effect that brand knowledge has on consumer responses to the marketing of that brand. It is based on what resides in consumers' minds regarding the brand. CBBE has three key ingredients - the differential effect of the brand on consumer response compared to other brands, the brand knowledge held by consumers, and how consumers respond to marketing for that brand through their choices and evaluations. Building strong brand equity requires establishing brand awareness and a favorable brand image in the minds of consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    40 views39 pages

    Chapter 2 Customer Based Brand Equity

    Uploaded by

    Aditya Upreti
    The document discusses customer-based brand equity (CBBE). CBBE refers to the differential effect that brand knowledge has on consumer responses to the marketing of that brand. It is based on what resides in consumers' minds regarding the brand. CBBE has three key ingredients - the differential effect of the brand on consumer response compared to other brands, the brand knowledge held by consumers, and how consumers respond to marketing for that brand through their choices and evaluations. Building strong brand equity requires establishing brand awareness and a favorable brand image in the minds of consumers.

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    © All Rights Reserved
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    You are on page 1of 39

    CUSTOMER-BASED BRAND EQUITY

    2.1
    Brands?

     Product
     Service
     People
     Retailer
     Place
     Online product/ service
     Organization
     Cause
     Entertainment

    2.3
     Is Maruti and Mercedes same?

    2.4
    Customer-Based Brand
    Equity (CBBE)

    Two questions often arise in brand marketing:


     What makes a strong brand?
     How to build a strong brand?

    2.5
    Customer-Based Brand Equity (CBBE)

     “The differential effect that brand knowledge has on consumer response to


    the marketing of that brand.”

    Keller, 1993
     CBBE stresses that power of a brand lies in what resides in the minds and
    hearts of customers.

    2.6
    Customer-Based Brand Equity

    3 key ingredient of CBBE:


     Differential effect
     Differences in consumer response
     Brand knowledge
     A result of consumers’ knowledge about the brand
     Consumer response to marketing
     Choice of a brand
     Recall of copy points from an ad
     Response to a sales promotion
     Evaluations of a proposed brand extension

    2.7
    Brand Equity as a “Bridge”
     Reflectionof past investments in the
    marketing of a brand

     Direction for future marketing actions or


    programs

    2.9
    2.10
    2.11
    2.12
    A Customer-Based Brand Equity Framework

    2–13
    Source: Adapted from Kevin Lane Keller, “Conceptualizing, Measuring, and Managing
    Customer-Based Brand Equity,” Journal of Marketing 57 (January 1993), 7.
    Making a Brand Strong:
    Brand Knowledge
     Brand knowledge is the key to creating brand equity.
     Brand knowledge consists of a brand node in memory
    with a variety of associations linked to it.
     Brand knowledge has two components: brand
    awareness and brand image.

    2.14
    2.15
    Sources of Brand Equity
     Brand awareness (through brand elements)
     Brand recognition
     Brand recall
     Brand image
     Strong, favorable, and unique brand associations

    2.16
    Brand Awareness Advantages

     Learning advantages
     Register the brand in the minds of consumers
     Consideration advantages
     Likelihood that the brand will be a member of the
    consideration set
     Choice advantages
     Affect choices among brands in the consideration set

    2.17
    2.18
    Establishing Brand Awareness

     Increasing the familiarity of the brand through repeated


    exposure (for brand recognition)
     Forging strong associations with the appropriate product
    category or other relevant purchase or consumption
    cues (for brand recall)

    2.19
    2.20
    Group Activity

     Write words (atleast 5) that associate with your favorite


    brand.

    2.21
    How do you associate with
    these brands?

    2.22
    2.23
    2.24
    2.25
    2.26
    2.27
    McDonald’s STP Video

    2.28
    Market Segmentation

     A market is the set of all actual and potential buyers


    who have sufficient interest in, income for, and access
    to a product.
     Market segmentation divides the market into distinct
    groups of homogeneous consumers who have similar
    needs and consumer behavior, and who thus require
    similar marketing mixes.
     Market segmentation requires making tradeoffs between
    costs and benefits.

    3.29
    Example of the toothpaste
    market
     Four main segments:
    1. Sensory: Seeking flavor and product appearance
    2. Sociables: Seeking brightness of teeth
    3. Worriers: Seeking decay prevention
    4. Independent: Seeking low price

    3.30
    2.31
    2.32
    Criteria for Segmentation

     Identifiability: Can we easily identify the segment?


     Size: Is there adequate sales potential in the segment?
     Accessibility: Are specialized distribution outlets and
    communication media available to reach the segment?
     Responsiveness: How favorably will the segment
    respond to a tailored marketing program?

    3.33
    2.34
    2.35
    Points-of-Parity
    and Points-of-Difference
     Points-of-difference (PODs) are attributes or benefits
    that consumers strongly associate with a brand,
    positively evaluate, and believe that they could not find
    to the same extent with a competitive brand.
     Points-of-parity associations (POPs), on the other hand,
    are not necessarily unique to the brand but may in fact
    be shared with other brands.

    3.36
    What is POP and POD?

    2.37
    2.38
    2.39

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