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Equity (CBBE)
Measuring the value of your brand in the eyes of consumers
Customer-Based Brand Equity
• A model that approaches brand equity from the perspective of the
consumer
• The power of a brand lies in what resides in the minds of the
customers
• The differential effect that brand knowledge has on consumer
response to the marketing of that brand
The Four Steps of Brand Building
1. Ensure identification of the brand with customers and an
association of the brand in customers’ minds with a specific product
class or need (Brand Identity)
2. Firmly establish the totality of brand meaning in the minds of
customers by strategically linking a host of tangible and intangible
brand associations with certain properties (Brand Meaning)
The Four Steps of Brand Building
3. Elicit the proper customer responses to this brand identification
and brand meaning (Brand Responses)
4. Convert brand response to create an intense, active loyalty
relationship between customers and the brand (Brand
Relationships)
The CBBE Model
CUSTOMER-BASED BRAND EQUITY (CBBE MODEL)
The CBBE Model
• Brand Salience measures awareness of the brand
• Brand Performance describes how well the product or service meets
customers’ more functional needs (i.e. to what extent does the brand
satisfy utilitarian, aesthetic, and economic customer needs and wants
in the category)
• Brand Imagery is the way people think about a brand abstractly
The CBBE Model
• Brand Judgments are customers’ personal opinions about and
evaluations of brands
• Brand Feelings are customers’ emotional responses and reactions to
the brand
• Brand Resonance describes the nature of the relationship the brand
has with the customer (if they are in sync)
CUSTOMER-BASED BRAND EQUITY (CBBE
MODEL)
• Remember:
• A highly salient brand has both depth and breadth of awareness such
that customers always make sufficient purchases as well as always
think of the brand across a variety of settings in which it could
possibly be employed or consumed.
CUSTOMER-BASED BRAND EQUITY (CBBE
MODEL)
• Definition of Terms
• Reliability measures the consistency of performance over time and from purchase
to purchase.
• Durability is the expected economic life of the product.
• Serviceability is the ease of repairing a product if needed (speed, accuracy, care of
product delivery and installation, promptness, courtesy, and helpfulness of
customer service and training, the quality of repair service and time involved.
• Service Effectiveness measures how well the brand satisfies the customers.
• Service Efficiency describes the speed and responsiveness of service.
• Service Empathy is the extent to which service providers are seen as trusting,
caring and having the customer’s interest in mind.
CUSTOMER-BASED BRAND EQUITY (CBBE
MODEL)
• Brand Imagery
• Warmth
• Fun
• Excitement
• Security
• Social approval
• Self-respect
CUSTOMER-BASED BRAND EQUITY (CBBE
MODEL)
• Brand Resonance