CUSTOMER BASED BRAND EQUITY

DEFINITION
CBBE IS THE DIFFERENTIAL EFFECT THAT A BRAND KNOWLEDGE HAS ON CONSUMER RESPONSE TO THE MARKETING OF THE BRAND

CBBE MODEL
CBBE MODEL

SOURCES OF BRAND EQUITY

CBBE OCCURS WHEN THE CUSTOMER HAS A HIGH LEVEL OF AWARENESS AND FAMILIARITY WITH THE BRAND AND HOLDS SOME STRONG, FAVOURABLE AND UNIQUE BRAND ASSOCIATIONS IN MEMORY

BRAND SALIENCE
BRAND SALIENCE MEASURES AWARENESS OF THE BRAND TOP OF THE MIND RECOGNITION[ BREATH] TOP OF THE MIND RECALL [ DEPTH]

BRAND AWARENESS
BRAND RECOGNITION BRAND RE-CALL BREATH AND DEPTH OF AWARENESS

ADVANTAGES OF BRAND AWARENESS

LEARNING ADVANTAGES CONSIDERATION ADVANTAGES CHOICE ADVANTAGES

BRAND IMAGE
INTANGIBLE CREATED BY DIRECT EXPERIENCE OR INDIRECTLY THROUGH ADVERTISING OR WOM

FOUR MAIN AREAS

USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE & EXPERIENCES

BRAND JUDGEMENTS
THEY ARE CUSTOMER PERSONAL OPINIONS ABOUT AND EVALUATIONS OF THE BRAND, WHICH CONSUMERS FORM BY PUTTING TOGETHER ALL THE DIFFERENT BRAND PERFORMANCE & IMAGERY ASSOCIATIONS

4 TYPES OF JUDGEMENTS
BRAND QUALITY BRAND CREDIBILITY BRAND CONSIDERATION BRAND SUPERIORITY

BRAND CREDIBILITY
PERCEIVED EXPERTISE- MARKET LEADERS TRUSTWORTHINESS- DEPENDABLE LIKABILITY- FUN & INTRESTING

BRAND FEELINGS
BRAND FEELINGS ARE CUSTOMER S EMOTIONAL RESPONSES AND REACTIONS TO THE BRAND

CONTD .
WHAT FEELINGS EVOKED BY MARKETING PROGRAMMES ? BRAND AFFECT ON CUSTOMER S FEELINGS ABOUT THEMSELVES & THEIR RELATIONSHIP WITH OTHERS THESE FEELINGS CAN BE MILD/INTENSE,POSITIVE /NEGATIVE EMOTIONS EVOKED ACCESSIBLE DURING PRODUCT CONSUMPTION

6 IMPORTANT BRAND-BUILDING FEELINGS

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF -RESPECT

BRAND RESONANCE
IT DESCRIBES THE NATURE OF THE RELATIONSHIP AND THE EXTENT TO WHICH CUSTOMERS FEEL THAT THEY ARE IN SYNC WITH THE BRAND

FOUR CATEGORIES
BEHAVIOURAL LOYALTY ATTITUDINAL ATTACHMENT SENSE OF COMMUNITY ACTIVE ENGAGEMENT