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  • Cbbe Model Drawbacks

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    Shreyasi17
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    Many dimensions should be considered when measuring brand equity for B2B brands, as some elements in Keller's framework need modifications for an organizational context. While the salience, performance, imagery and judgments building blocks still apply, sub-dimensions differ, such as product slogans lacking relevance and credibility being more important. Research also suggests feelings do not play a role for industrial marketing and resonance may need adjustments to fit the B2B context.

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    Cbbe Model Drawbacks

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    Many dimensions should be considered when measuring brand equity for B2B brands, as some elements in Keller's framework need modifications for an organizational context. While the salience, performance, imagery and judgments building blocks still apply, sub-dimensions differ, such as product slogans lacking relevance and credibility being more important. Research also suggests feelings do not play a role for industrial marketing and resonance may need adjustments to fit the B2B context.

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    519 views1 page

    Cbbe Model Drawbacks

    Uploaded by

    Shreyasi17
    Many dimensions should be considered when measuring brand equity for B2B brands, as some elements in Keller's framework need modifications for an organizational context. While the salience, performance, imagery and judgments building blocks still apply, sub-dimensions differ, such as product slogans lacking relevance and credibility being more important. Research also suggests feelings do not play a role for industrial marketing and resonance may need adjustments to fit the B2B context.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Drawbacks

    A number of dimensions that should be considered when measuring the


    equity of B2B brands. Many of these dimensions are found in Kellers
    framework, however the emphasis on some of these dimensions differs.
    The salience, performance, imagery and judgments building blocks are
    applicable in an organisational context, although differences in the subdimensions for these blocks have been identified. Some brand elements such
    as product slogans appear to lack relevance to organisational buyers, while
    user profiles, purchase and usage situations and credibility are even more
    important than suggested by Keller.
    According to research feelings do not play a role in the industrial marketing
    context and the pinnacle of Kellers CBBE pyramid, resonance, may need
    modifications to be more relevant.

    Source: AN APPLICATION OF KELLERS BRAND EQUITY MODEL IN A B2B CONTEXT

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