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The brand equity concept stresses the importance of the brand in marketing strategies.

Brand

equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name.

When

you buy a brand, you are actually buying a belief. Every brand signifies certain quality, performance, value and satisfaction The value of a Brand can be increased by creating: Strong Favorable and Unique brand associations

Building

a strong brand according to CBBE involves a series of 4 steps as part of a branding ladder A strong brand is also characterized by a logically constructed set of 6 brand building blocks.

Identifies areas of strength and weakness Provides guidance to marketing activities

CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE

4. BRAND RELATIONSHIPS =

What about you & me?

JUDGMENTS

FEELINGS

3. BRAND RESPONSE = What about you?

PERFORMANCE

IMAGERY

2. BRAND MEANING = What are you?

SALIENCE

1. BRAND IDENTITY = Who are you?

Sub-Dimensions of CBBE Pyramid


LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE

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

CATEGORY IDENTIFICATION NEEDS SATISFIED

Depth

of brand awareness

Ease of recognition & recall (Thanda matlab) Strength & clarity of category membership

Breadth

of brand awareness

Purchase consideration Consumption consideration

Tax-savings instruments

Primary

characteristics & supplementary features

Product
Service Style Price

reliability, durability, and serviceability


effectiveness, efficiency, and empathy

and design

User profiles

Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity

Purchase & usage situations

Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage Sincerity, excitement, competence, sophistication, & ruggedness
Memories

Personality & values

History, heritage, & experiences

Brand quality

Value Satisfaction Expertise Trustworthiness Likability Relevance Differentiation

Brand credibility

Brand consideration

Brand superiority

Warmth

Fun
Excitement Security

Social

approval Self-respect

Behavioral loyalty

Frequency and amount of repeat purchases Love brand (favorite possessions; a little pleasure) Proud of brand Kinship Affiliation Seek information Join club Visit web site, chat rooms

Attitudinal attachment

Sense of community

Active engagement