Customer based brand

equity
CBBE
 CBBE is the differential effect that brand
knowledge has on consumer response to the
marketing of the brand
Brand Equity as a bridge
 A Reflection of past
 A Direction of future
Brand Knowledge

Associative
●

Brand
Aware
network
ness memory
model

Brand
Consumer
●

Imag perceptio
e
n
Brand Knowledge

 Brand Knowledge – What consumer has

learned, felt, seen and heard about brand
 Brand Awareness

◦ Brand recognition
◦ Brand recall
 Brand Image
◦ Consumer perception about brand
◦ Reflected by brand association
Source of brand equity
 Brand awareness
◦ Brand recognition
◦ Brand recall

 Brand image
CBBE Model
Brand Building Blocks
 Brand Salience
◦ Measures brand awareness
◦ Achieve brand identity
◦ Depth of brand awareness – measures how easy is
the recall
◦ Breadth of brand awareness- measures the range of
purchase and usage situation
◦ Product Class -Product Category->Product type-
>brand information
Brand Salience is first step in building brand equity
Brand Building Blocks
 Brand Performance
◦ How well the product or service meets customer’s
functional needs
◦ Brand positioning relies on brand performance
◦ Primary features
◦ Product reliability, durability and serviceability
◦ Style and Design
◦ Price
Brand Building Blocks
 Brand Imagery
◦ The way brand attempt to meet customer’s
psychological or social needs
◦ The way people think about the brand abstractly
◦ Intangible aspect of brand ( user profiles, usage,
values, experiences etc.)
◦ Refers to intangible aspect of brand
◦ User profiles
◦ Purchase and usage situations
◦ Personality and values
◦ History, heritage, and experience
Brand Building Blocks
 Brand Judgement
◦ Customer’s personal opinion about and evalution of
brand with help of brand performance and imagery
associations
◦ Quality, credibility, consideration & superiority
 Brand Feeling
◦ Customer’s emotional response and reaction to the
brand ( warmth, fun,excitement, security etc)
Brand Building Blocks
 Brand Resonance
◦ Customer’s relationship with the brand
◦ Level of identification the customer has with the brand
 Brand resonance dimensions
◦ Intensity of psychological bond with the brand
◦ Level of activity ( repeat purchase)
 Brand resonance categories
◦ Behavioral loyalty- repeat purchase
◦ Attitudinal attachment –love for brand
◦ Sense of community-social networking
◦ Active engagement- join a brand club
Thanks !