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Motivation forCustomer-Based Brand Equity Model
Marketers know strong brands are important butarent always sure how to build one.
CBBE model was designed to be
comprehensive
cohesive
well-grounded
up-to-date
actionable
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Complex,Varied
Marketing
Activity
Comprehensive,
RobustMarketing
Measures
Detailed,
RichMarketing
Models
MARKETING PLANNING PROCESS
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Rationale ofCustomer-Based Brand Equity Model
Basic premise: Power of a brand resides in the minds ofcustomers
Challenge is to ensure customers have the right types of
experiences with products & services and their marketingprograms to create the right brand knowledge structures: Thoughts
Feelings
Images
Perceptions
Attitudes
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BuildingCustomer-Based Brand Equity
Building a strong brand involves a series of steps as partof a branding ladder
A strong brand is also characterized by a logicallyconstructed set of brand building blocks.
Identifies areas of strength and weakness
Provides guidance to marketing activities
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CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
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Salience Dimensions
Depthof brand awareness
Ease of recognition & recall
Strength & clarity of category membership
Breadthof brand awareness
Purchase consideration
Consumption consideration
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Performance Dimensions
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
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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 ofusage
Personality & values
Sincerity, excitement, competence, sophistication, & ruggedness
History, heritage, & experiences
Nostalgia
Memories
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Judgment Dimensions
Brand quality Value
Satisfaction
Brand credibility
Expertise Trustworthiness
Likability
Brand consideration
Relevance Brand superiority
Differentiation
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Feelings Dimensions
Warmth
Fun
Excitement
Security
Social approval
Self-respect
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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
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Customer-Based Brand Equity Model
Consumer-
Brand
Resonance
Brand Salience
Consumer
Judgments
Consumer
Feelings
Brand
PerformanceBrand
Imagery
INTENSE, ACTIVE
LOYALTY
RATIONAL &
EMOTIONAL
REACTIONS
POINTS-OF-
PARITY &POINTS-OF-
DIFFERENCE
DEEP, BROAD
BRAND
AWARENESS
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Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
QUALITYCREDIBILITY
CONSIDERATION
SUPERIORITY
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
CATEGORY IDENTIFICATION
NEEDS SATISFIED
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY,
DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS,
EFFICIENCY, & EMPATHY
STYLE AND DESIGN
PRICE
USER PROFILES
PURCHASE & USAGE
SITUATIONSPERSONALITY &
VALUES
HISTORY, HERITAGE,
& EXPERIENCES
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Application:
Identify the key drivers of brand equity
0.17 0.66
0.24
0.65Performance
Imagery Feelings
Judgment
Resonance
0.58
0.49
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