29: CBBE PYRAMID:

Customer -Based Brand Equity Model

Resonance
loyal customers, sense of Community, BCU VE CLALOKET invalveriesit
Judgments Feelings
mnost recognized brand, fun, happiness, top brand, onkque flavor sharing, unity. ' fun,
innawalive celebration, family aval fren
Gatherings. dock approval, style Sitement, warmth, refreshment
Performance Image ry
Customer acceptance
Energizer (caffeline, jubces) . energetic, sharing happiness. fun, healthy (water, juice),
stylish, flavor, celebration, unites generation and global relreshing joining coke lovers),
sense of community, ,
Family oncnmation, woul. moms, coool
; Salicnae Beverages, ih recopmized brani, ener iy, flavor, sense of CUMMAMEEILY,
happiness
The cusiorser based brand equity of coca cola reflects the performance of once cola and the
performance of all the brand elements, marketing campaigns CRM siralegies even every
ttratcey and actions of company’s effect in building brand equity. The pyramid reflects that
coca cola has resonate nearly everywhere as tts bond promise of fun, refreshment and
freedom. It has aucocsel willy maintained it brand awareness sino 186 with the hele of all
abowe mentioned siraiegics atthe stage of salence m ts beverage category. Us performaoe
ane strong tig] ie favorable associations have helped the brand to have strong image and
customer judgments and fedlings towards it. Therefore it is enjoying the lovalty of large
market share and the position at login marke, 1 reinforces a4 deep customer connection
with brand,