Building Brand Equity

Consumer Based Brand Equity

Model
By KEVIN LANE KELLER
 Brand Equity

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What it is ?
 What it does to a brand ?

Toyota Corolla
Chevrolet Geo Prism

Have better financial

Helps the company to rewards
 Brand Equity
The

Psychological
commercial
value that
derives
from
consumer value
perception
of the
brand

Financial value
name of a
particular
product or
service,
rather than
from the
product or
service
itself.
Is it same as Brand Value ?
 Bran
d
Equi
ty

Financial
Aspect

Brand
Consume
Extension
r Aspect
Aspect
Key Questions
What
makes
a
strong
brand
How ?
to
build a
strong
brand
?
 CONSUMER BASED BRAND EQUITY
MODEL
Customer-based brand equity can be
defined as the differential effect that
brand knowledge has on consumer
response to the marketing of that brand.
Positive
Negative
Web link :
http://www.forbes.com/sites/greatspeculati
ons/2015/09/28/the-domino-effect-of-volksw
agens-emissions-scandal/2/#
bd57ebc1f9cd
BASIC PREMISE OF THE MODEL

Consumer
Response.

Consumer
Knowledge.

Brand
Associations
 challenges Addressed ?
Customers have right kind of
experiences with the products and
services and other components of
Marketing Mix.
So that thoughts , feelings ,images
,desires perceptions, opinions
become linked to the brand.
 CBBEs Logical Sequence-
The Branding Ladder

What
about you
What and me?
about Brand
What are you?
you? Relationsh
Who are Brand ip
Brand Response
you? Meaning
Brand
Identity
6 BRAND BUILDING BLOCKS
Main Sub-Dimensions
Brand Salience The Moment of
truth
Depth
How
easily
recall
ed
Breadth
Linkages to
various
categories and
cues in the
mind of the
customer
 Brand Meaning
You cant manage what you dont measure. ~ Peter Drucker

BRAND IMAGERY
BRAND PERFORMANCE

Primary & User profiles

secondary features Purchase & usage
Product reliability, situations
durability and Personality and
serviceability values
Service Experiences
effectiveness,effeci Weblink
ency & empathy :https://www.yout
Style & design ube.com/watch?
Price v=I6-p07anAro
 Key Ingredients

Strength How strongly brand identified

with brand association?

Favorabil How important it is to the

ity customers?

Uniquen How distinctively is the brand

ess identified?
Implications Case in Point 1
Case In point 2
Case in Point 3
Limitations
Other Models
Linkages with other
concepts