Skip to main content

Save Money now

Building a brand : The Customer - based Brand Equity model - CBBE

The Customer based Brand equity model is based on the 4 questions asked by the customer.
  1. Who are you ? - Brand identity
  2. What are you? - Brand meaning
  3. What do I think or feel about you? - Brand responses
  4.   What kind of association would I like to have with you? - Brand relationship
The above order is known as the Branding ladder, and the importance of the order lies in the fact that without the identity, we really cannot establish a meaning, responses won't occur unless the meaning has been established, and without the proper responses being elicited a relationship cannot be forged

A strong brand is one which utilizes the six “brand building blocks” below, assembled in the shape of a pyramid to reach to the top and enjoy a significant brand equity.



a)      Salience: It measures the awareness of the brand, how and when the brand is evoked in a customer’s mind

b)      Performance: Relates to the satisfaction of the customer’s primary needs, reliability, durability, service, price, etc.

c)      Imagery: Relates to the satisfaction of the customer’s psychological needs such as values, heritage, experiences, personality, etc.

d)     Judgements: Focuses on customer’s opinion based on credibility, performance and imagery.

e)      Feelings: Relates to the customer’s emotional responses (fun, warm, exciting, secure, etc.) to the brand.

f)       Resonance: Defines the loyalty, attachment and therefore the engagement with the brand

As can be seen from the pyramid, the customer-based brand equity model has two sides with four levels:
1)      The Rational route
2)      The Emotional route

A brand would need to utilize both the rational route and the emotional route to create a strong brand equity. After all, a strong brand equity will translate into higher sales numbers, which in turn translates into larger profits for the brand and company.

Source: Transcribed from "Strategic Brand Management" by Kevin Lane Keller

Comments

  1. Thank you ,i learn a new thing on brand building blocks, abt two routes, keep writing

    ReplyDelete

Post a Comment

Popular posts from this blog

How to choose Branding Elements to build Brand Equity

There are 6 integral criteria for choosing your brand elements: 1)       Memorability 2)       Meaningfulness                              3)       Likability 4)       Transferability 5)       Adaptability                         6)       Protectability 1. Memorability: Brand elements that help achieve a high level of brand awareness or attention to the brand, in turn facilitate the recognition and recall of a brand during purchase or consumption. 2. Meaningfulness : Here a marketer needs to ensure that brand elements are descriptive and suggesting something about the product category of the brand. This is important to develop awareness and rec...

Strategic Brand Management Process

I've selected this topic, since it's very important to understand the various aspects in the  PROCESS of strategic brand management. The process of strategic brand management basically involves 4 steps: 1. Identifying and establishing brand positioning. Brand Positioning is defined as the act of designing the company's offer and image so that it occupies a distinct and valued place in the target consumer's mind. Key Concepts: Points of difference: convinces consumers about the advantages and differences over the competitors Mental Map : visual depiction of the various associations linked to the brand in the minds of the consumers Core Brand Associations : subset of associations i.e. both benefits and attributes  which best characterize the brand. Brand Mantra : that is the brand essence or the core brand promise  also known as the Brand DNA. 2. Planning and Implementation of Brand Marketing Programs Key Concepts: Choosing Brand Elements: Different brand el...

Points of Parity and Points of Difference

Once a marketer has defined the target market and the type of competition, it’s imperative for the marketer to define the basis of this positioning. This can be done by the defining the Points of Parity and Points of Difference. Points of Parity (POP) are usually the attributes or functionalities or benefits or any other marketing mix elements that are not unique to the brand and might be shared by some or all the competitors, as they mostly include the basic necessities for a brand to be considered in a particular category. There are two types of Points of Parity: i)             Category Points of Parity: These represent the necessary elements that a brand should possess for a consumer to consider it in a particular category. In other words, these elements ensure that a consumer considers your brand too while considering your competitors. ii)            Competitive Points of Parity: Once your brand provides the basic ele...