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    Shruti Gupta
    A strong brand is characterized by a logically constructed set of brand "building blocks" - Identifies areas of strength and weakness - Provides guidance to marketing activities. A Customer-Based Brand Equity Model is based on a customer's perception of a brand.

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    Cbbe

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    Shruti Gupta
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    A strong brand is characterized by a logically constructed set of brand "building blocks" - Identifies areas of strength and weakness - Provides guidance to marketing activities. A Customer-Based Brand Equity Model is based on a customer's perception of a brand.

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    A strong brand is characterized by a logically constructed set of brand "building blocks" - Identifies areas of strength and weakness - Provides guidance to marketing activities. A Customer-Based Brand Equity Model is based on a customer's perception of a brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    119 views25 pages

    Cbbe

    Uploaded by

    Shruti Gupta
    A strong brand is characterized by a logically constructed set of brand "building blocks" - Identifies areas of strength and weakness - Provides guidance to marketing activities. A Customer-Based Brand Equity Model is based on a customer's perception of a brand.

    Copyright:

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    You are on page 1of 25

    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
    1

    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

    CUSTOMER-BASED BRAND EQUITY PYRAMID

    4. RELATIONSHIPS = RESONANCE What about you & me?

    3. RESPONSE = JUDGMENTS FEELINGS

    What about you?

    2. MEANING = PERFORMANCE IMAGERY What are you?

    SALIENCE

    1. IDENTITY =

    Who are you?


    3

    Salience Dimensions
    Depth of brand awareness
    Ease of recognition & recall Strength & clarity of category membership

    Breadth of brand awareness


    Purchase consideration Consumption consideration

    Performance Dimensions
    Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy

    Style and design


    Price
    5

    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
    6

    Judgment Dimensions
    Brand quality
    Value Satisfaction

    Brand credibility
    Expertise Trustworthiness Likability

    Brand consideration
    Relevance

    Brand superiority
    Differentiation
    7

    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
    9

    Customer-Based Brand Equity Model

    ConsumerBrand Resonance

    INTENSE, ACTIVE LOYALTY

    Consumer Judgments

    Consumer Feelings

    RATIONAL & EMOTIONAL REACTIONS

    Brand Performance

    Brand Imagery

    POINTS-OFPARITY & POINTS-OFDIFFERENCE

    Brand Salience

    DEEP, BROAD BRAND AWARENESS

    Sub-Dimensions of CBBE Pyramid


    LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT

    QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

    WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

    PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE

    USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE, & EXPERIENCES

    CATEGORY IDENTIFICATION NEEDS SATISFIED

    Brand Positioning
    Define competitive frame of reference
    Target market Nature of competition

    Define desired brand knowledge structures


    Points-of-parity
    necessary competitive

    Points-of-difference
    strong, favorable, and unique brand associations
    12

    Issues in Implementing Brand Positioning


    Establishing Category Membership Identifying & Choosing POPs & PODs Communicating & Establishing POPs & PODs Sustaining & Evolving PODs & POPs

    13

    Establishing Category Membership


    Product descriptor Exemplar comparisons

    14

    Identifying & Choosing POPs & PODs


    Desirability criteria (consumer perspective)
    Personally relevant Distinctive & superior Believable & credible

    Deliverability criteria (firm perspective)


    Feasible Profitable Pre-emptive, defensible & difficult to attack
    15

    Major Challenges in Positioning


    Find compelling & impactful points-ofdifference (MacMillan & McGrath, HBR, 97)
    How do people become aware of their need for your product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product or service? What happens when your product or service is delivered? How is your product installed? How is your product or service paid for?
    16

    Major Challenges in Positioning


    Find compelling & impactful points-ofdifference (cont.)
    How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or no longer used?
    17

    Communicating & Establishing POPs & PODs


    Create POPs and PODs in the face of attribute & benefit trade-offs
    Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement
    18

    Strategies to Reconcile Attribute & Benefit Trade-Offs


    Establish separate marketing programs Leverage secondary association (e.g., cobrand) Re-define the relationship from negative to positive

    19

    Sustaining & Evolving POPs & PODs


    Core Brand Values & Core Brand Proposition

    20

    Core Brand Values


    Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand. Relate to points-of-parity and points-ofdifference
    Mental Map Core Brand Values Brand Mantra

    21

    Brand Mantras
    A brand mantra is an articulation of the heart and soul of the brand.
    Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

    Nike
    Authentic Athletic Performance

    Disney
    Fun Family Entertainment

    22

    Building Customer-Based Brand Equity


    Brand knowledge structures depend on . . .

    The initial choices for the brand elements


    The supporting marketing program and the manner by which the brand is integrated into it Other associations indirectly transferred to the brand by linking it to some other entities

    23

    Brand Elements
    A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations: Brand Name Logo Symbol Character Packaging Slogan

    24

    Brand Elements Choice Criteria: General Considerations


    Memorable
    Easily Recognized Easily Recalled

    Adaptable
    Flexible & Updateable

    Protectable
    Legally Competitively

    Meaningful
    Credible & Suggestive Rich Visual & Verbal Imagery

    Transferrable
    Within & Across Product Categories Across Geographical Boundaries & Cultures
    25

    Appealing
    Fun & Interesting Aesthetics

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