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BRAND EQUITY AND BRAND

IDENTITY

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Customer based brandequity (CBBE)

The basic premiseCBBE isthatthe powerofthe

brand liesin whatthecustomers have learned,felt,

seen and heard aboutthe brand as a resultoftheir

experiencesovertime.

CBBE isformallydefined asthedifferential effect

that brand knowledge hason consumerresponsetothemarketingofthat brand.

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Making a strong brand : Brand

knowledge

Brand knowledgeconsistsoftwocomponents:

Brand awareness : Consumers ability toidentifythe

brandunderdifferentconditions

Brand Image: Perceptions about a brand asreflected

bythe brand associations heldin consumermemory

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Brand knowledge

Associative Network MemoryModel

Fresh

Waterfall

Lime

Clean

Bathing

Green and

YellowLIRIL

Brand

Awareness

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Brand knowledge

Associative Network MemoryModel

Real milk

Dairy product

Gujarat /

Anand

Dr. Kurien

Indianness (co-operative)

Valuefor

Money

Amul

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Sourcesof brandequity

CBBE occurswhen theconsumer has a high level of

awareness andfamiliaritywith the brand and holds

somestrong,favorable andunique brand

associationsin memory

Brand awareness

Brandimage

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Brand Awareness

Brandrecognition

Brandrecall

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Brand Image

Strength of brand associations: Brand attributes and

brand benefits

Desirabilityof brand associations : Relevant,

believable

Uniquenessof brand associations : POP and POD

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Thefourstepsof brand building

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Salience

ImageryPerformance

FeelingsJudgments

ResonanceRelationship

Response

Meaning

Identity

What about you and me?

What kind of an association

and how much of a connection

would I like to have with you?

What about you? What

do I think or feel about

You?

What are you?

Who are you?

Kevin Lane Kellers Brand Equity Pyramid

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BrandSalience

Depth of brand awareness : The likelihoodthat a

brandelementwill cometomind andtheeasewith

which itdoesso.

Breadth of brand awareness : rangeof purchase

andusagesituationsin which the brandelement

comestomind

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Brand Performance

Primaryingredients andsupplementaryfeatures

Productreliability,durability andserviceability

Serviceeffectiveness andefficiency

Style anddesign

Price

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Brand Imagery

Person whousesthe brand ( gender, age,race,

income)

Brand personality

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BrandJudgements

Brandquality

Brandcredibility

Consideration Brandsuperiority

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Brand Feelings

Warmth

Fun

Excitement Security

Social approval

Selfrespect

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Brand Resonance

Behavioral loyalty

Attitudinal attachment

Senseofcommunity and activeengagement

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Salience

ImageryPerformance

FeelingsJudgments

ResonanceRelationship

Response

Meaning

Identity

Intense active loyalty

Positive accessible

reactions

Points of Parity

Points of difference

Deep broad

awareness

Kevin Lane Kellers Brand Equity Pyramid

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KAPFERRERS FRAMEWORK

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Physique Combination ofindependenttangiblecharacteristics Product attributes,

functional benefits

Personality Brand personality. Human traits associatedwith brand

Culture

Core values,sourcesofinspiration, vision,mission of brand

Relationship

Brandcustomerrelationship

Reflection Person the productwouldmostsuit.Mostlythe person shown in the ad. Need

not bethetarget audience

Self Image

Howdo I seemyself because I buythe brand

Kapferrers Framework

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Personality

Warm,friendly, helpful,

reliable

Physique

Quality,range,convenience,

ambience

Relationship

Helpful,respectful

Culture

Shopper

empowerment

Reflection

Trendy,fashionable,quality

conscious, person whogives

experienceimportance

Self-Image

Person whosreadyto pay.

Valueformoney

PICTURE OF SENDER

PICTURE OF RECEIVER

SHOPPERS

STOP

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Physique

Real Milk, Real Ice-

cream

Value for Money

Product

Self-Image

One who buys Value

for Money products

Proud to be an

Indian

Picture of Sender

Amul

Ice-cream

Picture of Receiver

Personality Cooperative & Caring

Indianness

Relationship

A Caring person with

strong Indian roots

Culture

Co-operative culture

Reflection

Middle aged traditional Indian

women

Belonging to SEC B & C

Buys Value for Money products

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