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    CBBE

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    Arup Chakraborty
    This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It identifies the key determinants of customer-based brand equity as brand awareness and strong, favorable brand associations in the consumer's memory. Strong brands enjoy benefits like greater loyalty, higher prices, more trade support, and better marketing effectiveness. Building strong brands requires focusing on brand identity, meaning, consumer response, and the consumer relationship with the brand.

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    CBBE

    Uploaded by

    Arup Chakraborty
    96 views20 pages
    This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It identifies the key determinants of customer-based brand equity as brand awareness and strong, favorable brand associations in the consumer's memory. Strong brands enjoy benefits like greater loyalty, higher prices, more trade support, and better marketing effectiveness. Building strong brands requires focusing on brand identity, meaning, consumer response, and the consumer relationship with the brand.

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    This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It identifies the key determinants of customer-based brand equity as brand awareness and strong, favorable brand associations in the consumer's memory. Strong brands enjoy benefits like greater loyalty, higher prices, more trade support, and better marketing effectiveness. Building strong brands requires focusing on brand identity, meaning, consumer response, and the consumer relationship with the brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    96 views20 pages

    CBBE

    Uploaded by

    Arup Chakraborty
    This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It identifies the key determinants of customer-based brand equity as brand awareness and strong, favorable brand associations in the consumer's memory. Strong brands enjoy benefits like greater loyalty, higher prices, more trade support, and better marketing effectiveness. Building strong brands requires focusing on brand identity, meaning, consumer response, and the consumer relationship with the brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    CUSTOMER-BASED BRAND EQUITY

    WHAT MAKES A BRAND STRONG?

    HOW DO YOU BUILD A STRONG BRAND?

    WHAT DO DIFFERENT BRANDS MEAN TO CONSUMERS?

    HOW DOES THE BRAND KNOWLEDGE OF CONSUMERS AFFECT THEIR RESPONSE TO MARKETING ACTIVITY?

    Brand Equity: is the added value endowed to products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm.

    Customer-based brand equity: It is the differential effect that brand knowledge has on consumer response to the marketing of that brand. brand may have positive and negative CBBE.

    The Concept of Customer-Based Brand Equity

    Customer-based brand equity


    Differential effect Customer brand knowledge Customer response to brand marketing

    Determinants of Customer-Based Brand Equity


    Customer is aware of and familiar with the brand Customer holds some strong, favorable, and unique brand associations in memory

    Benefits of Customer-Based Brand Equity

    Enjoy greater brand loyalty, usage, and affinity Command larger price premiums Receive greater trade cooperation & support Increase marketing communication effectiveness Yield licensing opportunities Support brand extensions.

    BRAND KNOWLEDGE

    Brand knowledge is the key to creating brand equity, because it creates the differential effect that drives brand equity.

    Brand knowledge comprise of two components:

    Brand awareness: is related to the strength of the brand node or trace in memory, as reflected by consumers ability to identify the brand under different conditions. Brand image: defined as perceptions about a brand as reflected by the brand associations held in consumer memory. Example: Apple computers, McDonald, LOreal (associations indicate characteristics of the product)

    BRAND AWARENESS

    It consists of brand recognition and brand recall performance. Brand recognition refers to consumers ability to confirm prior exposure to the brand when given the brand as a cue. Brand recall refers to consumers ability to retrieve the brand from memory when given the product category, purchase or usage situation as a cue. Example: think of Noodles (Maggie)

    Building A Strong Brand

    The Four Steps of Brand Building: Identity (Who are you?) Brand Meaning (What are you?) Response (What about you, What do I think or feel about you?) Relationship (What about you & me?)

    1. 2. 3.

    4.

    Brand Resonance Pyramid

    Salience Dimensions

    Depth of brand awareness


    Ease of recognition & recall Strength & clarity of category membership Purchase consideration Consumption consideration

    Breadth of brand awareness


    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 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

    Judgment Dimensions

    Brand quality Value Satisfaction Brand credibility Expertise Trustworthiness Likability 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 (favorite possessions; a little pleasure) Proud of brand Sense of community Kinship Affiliation Active engagement Seek information Join club Visit web site, chat rooms

    Customer-based Brand Equity Pyramid (2)

    Brand Salience: This relates to aspects of awareness of the brand Brand Performance: This relates to ways in which product/ service meets customers needs Brand Imagery: Its how customers visualize a brand abstractly, with no relevance to what the brand actually does

    Brand Judgments: The customers personal opinions and evaluations with regard to the brand Brand Feelings: The customers emotional responses and reactions with respect to the brand Brand Resonance: The ultimate relationship & level of identification that the customer has with the brand

    DISCUSSIONS

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