Customer Based Brand Equity

CBBE Steps
Who are you? (brand identity) What are you? (brand meaning) What do I think or feel about you? (brand responses) What kind of association and how much of a connection would I like to have with you? (brand relationships)

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?

1. IDENTITY =

SALIENCE

Who are you?

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

Breadth of brand awareness

Purchase consideration Consumption consideration

Identify

Exercise
Ex. 1: Lets buy a Laptop Ex. 2: What you like to buy as a drink?
If I say non alcoholic? If I further say carbonated? If I further say Cola?

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

Imagery Dimensions
User profiles
Demographic & psychographic characteristics Actual (12 lakh yunhi Santrowale nahin bane) 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

Imagery (user profile)

Imagery (purchase and usage)

Imagery (Nostalgia)

Judgment Dimensions
Brand quality
Value Satisfaction

Brand credibility
Expertise Trustworthiness Likeability

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

Proud of brand

Sense of community
Kinship Affiliation

Active engagement
Seek information Join club Visit web site, chat rooms

C o m m u n i t y

W e b s i t e

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

Thank You