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    Applied Brand Management

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    1) The document discusses brand equity and customer-based brand equity (CBBE) according to Keller (2013). It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing of that brand. 2) Keller's model of CBBE includes brand awareness, brand image, brand associations as the building blocks, leading to brand resonance as the ultimate outcome. The document outlines each component of the model. 3) It concludes by linking CBBE and brand resonance, showing how resonance is achieved through strong, favorable and unique brand associations that consumers have stored in memory.

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    Applied Brand Management

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    rjavsg
    8 views28 pages
    1) The document discusses brand equity and customer-based brand equity (CBBE) according to Keller (2013). It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing of that brand. 2) Keller's model of CBBE includes brand awareness, brand image, brand associations as the building blocks, leading to brand resonance as the ultimate outcome. The document outlines each component of the model. 3) It concludes by linking CBBE and brand resonance, showing how resonance is achieved through strong, favorable and unique brand associations that consumers have stored in memory.

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    Applied brand management

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    1) The document discusses brand equity and customer-based brand equity (CBBE) according to Keller (2013). It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing of that brand. 2) Keller's model of CBBE includes brand awareness, brand image, brand associations as the building blocks, leading to brand resonance as the ultimate outcome. The document outlines each component of the model. 3) It concludes by linking CBBE and brand resonance, showing how resonance is achieved through strong, favorable and unique brand associations that consumers have stored in memory.

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    8 views28 pages

    Applied Brand Management

    Uploaded by

    rjavsg
    1) The document discusses brand equity and customer-based brand equity (CBBE) according to Keller (2013). It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing of that brand. 2) Keller's model of CBBE includes brand awareness, brand image, brand associations as the building blocks, leading to brand resonance as the ultimate outcome. The document outlines each component of the model. 3) It concludes by linking CBBE and brand resonance, showing how resonance is achieved through strong, favorable and unique brand associations that consumers have stored in memory.

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    of 28

    DR TRIPARNA GANDHI

    LECTURE 2
    BRAND EQUITY
    § Equity – Fair/Even
    § Law – Justice
    § Finance – Value
    § Marketing (BM) – Value

    § Key: Outcome of Comparison


    § Equity is a differential effect of comparison

    § Brand Equity = Brand – Commodity


    § Value of the brand
    § Negative or Positive
    $5.00 $10.00
    0 0
    E , 0
    RE 0 0
    F , 0
    $4
    • Three distinct concepts
    • Financial Brand Equity: Differential effect of brand on balance sheet of owner
    • Employer Brand Equity: Differential effect of brand on current / potential employee
    • Customer-based Brand Equity: Differential effect of brand on current/potential customer
    “If this business were to be split up, I
    would be glad to take the brands,
    trademarks and goodwill and you
    could have all the bricks and mortar -
    and I would fare better than you.”

    John Stuart
    Chairman of Quaker (ca. 1900)
    § The differential effect
    that brand knowledge has on consumer
    response to the marketing of that brand (Keller 2013).

    § Approaches brand equity from the perspective of the consumer

    § Stresses
    that the power of a brand lies in what resides in the minds
    and hearts of customers
    Brand Awareness

    Brand Image
    § Awareness
    § Recall/Recognition
    § Top of Mind Awareness (TOMA)
    § Unaided
    § Aided
    Strength of • More deeply a person thinks about
    product information and relates it to
    Brand existing brand knowledge, stronger
    Associations is the resulting brand association

    Favorability • Is higher when a brand possesses


    of Brand relevant attributes and benefits that
    Associations satisfy consumer needs and wants

    Uniqueness of • “Unique selling proposition” of the


    product
    Brand • Provides brands with sustainable
    Associations competitive advantage
    Relationship

    Associations

    Awareness

    Resonance Pyramid (Keller 2013)


    Relationship

    Associations
    “head” “heart”

    Awareness

    Resonance Pyramid (Keller 2013)


    Brand Salience

    Breadth and Depth


    of Awareness

    Product Category
    Structure
    Copyright © 2013 Pearson Education
    Brand Performance

    ¨ Describes how well the brand:


    ¤ Meets customers’ more functional needs
    ¤ Rate on objective assessments of quality

    ¤ Satisfies utilitarian, aesthetic, and economic


    customer needs and wants in the product or service
    category

    Copyright © 2013 Pearson Education


    Brand Imagery
    ¨ User profile/imagery
    ¨ Brand personality and values
    ¨ Purchase and usage situations/imagery
    ¨ Brand history, heritage, and experiences

    Copyright © 2013 Pearson Education


    Brand Judgements
    ¨ Quality
    ¨ Credibility
    ¨ Consideration
    ¨ Superiority

    Copyright © 2013 Pearson Education


    Brand Feelings

    ¨ Customers’ emotional responses and reactions to


    the brand
    ¨ Relate to the social currency evoked by the
    brand
    ¨ Feelings can be:
    ¤ Experiential and immediate, increasing in level of
    intensity
    ¤ Private and enduring, increasing in level of gravity

    Copyright © 2013 Pearson Education


    Brand Resonance
    ¨ Behavioural loyalty
    ¨ Attitudinal attachment
    ¨ Sense of community
    ¨ Active engagement

    Copyright © 2013 Pearson Education


    CBBE & Resonance

    Resonance Pyramid (Keller 2013)

    Copyright © 2013 Pearson Education


    BUILDING BRAND EQUITY: BRAND POSITINIONG
    READ CHAPTER 3 (KELLER AND SWAMINATHAN 2019)

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