...Overview of the CBBe Model American scholar Kevin Lane Keller (Kevin Lane Keller) in 1993 proposed CBBE model (Customer-Based Brand Equity), which is based on consumer brand value model for their own brand building the key way. In this model. Various elements designed to be comprehensive, interrelated and feasible, but, CBBE model implies the premise that the brand is present in consumer brand knowledge, feeling and experience, that force is the brand name with a brand with the passage of time exists in the heads of all the consumer experience combined. Therefore, the purpose of the work enterprise is to try to ensure that consumers have for the brand characteristics of its products and services adapted to experience a positive act for the corporate marketing and a positive attitude and a positive brand image for the evaluation. In accordance with Keller's view, the model was created to answer the following two questions: First, what elements constitute a strong brand; the second is how to build a strong corporate brand. 1. According to CBBE model, build a strong brand requires the work of four steps: establish the right brand identity; create an appropriate brand meaning; guide the correct brand response; to create the appropriate relationship between the consumer of a brand. 2. Meanwhile, the four steps and relies on building the brand's six dimensions: significant; performance; image; evaluation; feeling; resonance. Which corresponds to a significant brand identity, brand...
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...LITERATURE REVIEW WHAT IS A BRAND? Branding is a discipline that has emerged from the consumer goods domain particularly fast moving consumer goods. Historically, brand has been inextricably linked to the product and branding is seen as the process of adding value to the product. A brand is a cluster of functional and emotional benefits that extend a unique and welcomed promise. This conceptualisation of a brand is universal and applies to various domains including FMCG, internet services and B2B. What changes in every context is the enactment of the brand. It is argued that the concept of a brand is universal, however some adjustments are required in line with the specific context applied; in this case the B2B context. Branding has myopically been viewed by business marketers as largely irrelevant to business markets. Associated mostly with emotional value, branding was believed to offer very little to what is traditionally considered a very rational process i.e. the organisational decision making process. More recent research acknowledges that despite the differences between B2C and B2B contexts both B2C and B2B brands need to engender trust and develop both cognitive and affective ties with stakeholders. THE BENEFITS OF BRANDING IN INDUSTRIAL MARKETS Branding in an industrial market must be perceived to convey benefits to various stakeholders for companies to financially invest in it. With regard to the company investing in branding a number of benefits have been identified...
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...CBBE Model The main rationale of 理由 Keller’s Consumer Based Brand Equity Model is relatively straightforward. If you want to build your brand, you need to develop your brand, based on understanding how customers feel about your brand. Further, brand managers must develop and communicate about the brand ‘experiences’ so that people have positive feelings about the brand, a favourable opinion of the brand, and their perceptions of the brand are positive. If we can achieve this, we can build loyalty from customers – which is a key aim of most organisations (it is approximately約5 times more expensive to acquire獲得new customers than to keep existing ones). Figure 1: Keller's Brand Equity Model As we saw in lecture (on slide 4 from Lecture 2), there are areas of significance to customers - questions that they will ask of the brand (often subconsciously潛意識) - shown in Figure 1 above. Applying the Model Stage 1: Brand Identity – Who Are You? Aim is to create awareness. Brand salience is when your brand is the one that springs彈性 to the mind of consumers, and that is ultimately最終what every brand would aim to achieve. If I were to ask you: name me a brand of car/computer/cellphone/noodle/coffee – the one that comes to your mind first is the one with highest levels of salience. Some markets are highly competitive and it will be harder to perhaps have your brand ‘stand out’. 脫穎而出 How to Achieve? It is essential必要to ‘know who your customers are’. And to achieve this, research...
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...A cross-national validation of the consumer-based brand equity scale Isabel Buil Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Leslie de Chernatony Birmingham Business School, The University of Birmingham, Birmingham, UK, and ´ Eva Martınez Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Abstract Purpose – This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings – The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores. Research limitations/implications – Future research could examine the cross-national generalisability of the brand equity scale using other countries’ products and services. Practical implications – Given that the brand equity scale is invariant across countries, researchers and international...
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...Customer Based Brand Equity Model (CBBE) The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers' mind and linked the brand to the desire customers' feelings, thoughts, actions and beliefs. So that customer-based brand equity is defined as, the differential effect that brand knowledge has on consumer response to the marketing of that brand. Customer-Based Brand Equity Pyramid Brand Salience: It's means broad awareness of the brand. The first step in building a brand equity is the brand awareness that contains two parts; brand recognitioin (how easily customer identify a brand after exposing some cue or a physical product) and brand recall (how easily customer recall the brand without showing a cue while making purchase decision or thinking the product category). We must consider both the breadth and depth of the brand awareness; the depth is that how likely it is for a brand...
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...February 20, 2014 Submitted by: Abdul Wahab Ali (823) Madiha Anwar (824) Yasser Anwar (802) Brandind models – similarities and differences Submitted to: Mr Hassan Raza Consumer Based Brand Equity Model CBBE model endorses the fact that the power of a brand in actual lies within the minds of its customers. Various components of the CBBE model act as building blocks to enhance the marketing program of a brand. * Salience represents the bottom of the customer-based brand equity pyramid. This refers to what customers associate with a particular brand. * Performance categorizes brand awareness traits, and the types of products associated with the brand. Company reputation for service and reliability also factor in. * Imagery refers to the company image; it relates to emotional marketing, which has been proven more persuasive than factual approaches. The customer-based brand equity model relies on the description of a company's image and other intangible impressions from the user experience. These might include user profiles, experiences, and how a customer relates to the company or products in general. * Judgments and feelings fall on the next step up of the customer-based brand equity model. Generally, these aspects look at what a customer thinks and how a customer feels about a brand. * Resonance describes the resulting customer loyalty and engagement with the brand. It describes whether a brand has a marked presence in the customers' minds or is...
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...customer-bases brand equity (CBBE) in the Ralph Lauren brand and describing to what extent I think the Ralph Lauren brand has achieved resonance with its customers, moreover I will also be describing the Points of Parity (POP) and Points of Difference (POD) of the Ralph Lauren brand. I will also be recommending ways through which the brand can continue to be successful in the future. Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from relatively inexpensive to expensive brand in offering men’s, women’s and children garment and accessories and also perfumes and home furnishings. Widely perceived as the number one brand that represents the American Style, Polo Ralph Lauren has adopted a whole marketing strategy leading to a strong brand equity since its setting up. Moreover, the brand sells its goods internationally (9,000 Locations worldwide) while keeping its 44 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. This report will first of all highlights how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Keller’s CBBE model since its creation. Then...
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...strong brand. In this regard, these questions can only be answered by applying Customer-Based Brand Equity (CBBE) model. This model facilitates in understanding the brand equity and ways inn which it is supposed to be built, evaluated, and managed. Besides, the approach of this model is from a customers’ perspective, individual or organization, because they are the nerve of successful marketing. Reason being marketers are wary of ‘what do different brands mean to consumers?’ and ‘how does the brand knowledge of consumers affect their response to marketing activity?’ Brand is an important asset to any business and it depicts what a business enterprise is made of or it is about in a snapshot. Park et al. (1986) in his work agues that brand represent an enormous valuable property and are capable of influencing customer’s behavior or will as facilitating security for sustained future revenues to the business enterprise. The fundamental concept of brand equity lies in the fact that the brand has power implanted in customer’s mind and this is facilitated by their experience over a long period of time. Therefore, brand equity is a culmination of processes that head to realization of a special and distinct brand identify. In this respect, this paper takes a closer look at the Ralph Lauren’s brand equity and brand association using the CBBE model. Customer-Based Brand Equity (CBBE) Model Figure 1. Customer-Based Brand Equity pyramid. The first step entails building a brand salience with...
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...The AsiaTravel is facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services, therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers, therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences customers have acquired from the use of the company’s services have not been adequately collected and assessed. This makes difficult for asiatravel.com to identify the benefits and value its brand has already been shaped in customers’ mind. * Although the company’s name reflects quite obvious the market segmentation on which it is focusing i.e. Asia as a whole, specific target markets and sub-segments have not been identified. * The company has not adequately identified and evaluated its competitors. As a consequence, their knowledge about its competitors, its points of parity and points of difference is limited. Therefore, its brand positioning is not so strong even though the company has great intrinsic potentials in bringing its brand to be favourable and unique in the travel market. * The company has not adequately invested in developing tools to conduct market surveys; to develop effective marketing strategies, appropriate marketing programs and proper marketing...
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...Brand Audit of Canon Brand audit is a comprehensive examination of a brand to discover its sources of brand equity. Just like we learnt about financial auditing, which gives us a report stating the financial health of an organization the same idea is applied in marketing. Product features: 1. Resolution 2. Lens 3. Viewfinder 4. ISO 5. Shutter 6. Dimensions 7. Weight 8. Price 9. In-built flash Brand Inventory: The purpose of brand inventory is to provide a current, comprehensive profile of how the products of the company are lined. It has been explained in the previous chapters. Another purpose of brand inventory is to list out the pricing, distribution and communication done by the company for their products. Canon has a mix of print, tv ads, special offers and sales promotion activities in their marketing communication basket. Relatively, tv ads are more prominent as their communication medium. For the 100th century of Sachin Tendulkar, canon has planned to have a competition between loyal users of canon cameras. The winner of the competition will get gifts and chance to meet Sachin Tendulkar in person. They have had a close relation with cricket in India. Canon sponsored IPL and their PowerShot range was promoted through this. Every 4 or 6 that was hit, was termed as a PowerShot. Canon has around 300 primary level channel partners, 13 National Retail chain partners, 4 Level IV Master Service Centres; over...
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...College 100 Tuck Hall Hanover, NH 03755-9011 Ph: 603-646-0393 (o) 603-646-1308 (f) Email: KARMA COLA - COKE IN INDIA ABSTRACT This article is an application of the customer-based brand equity (CBBE) model (Keller, 2001) to Coke in the United States and India, It shows that Coke, the brand, is interpreted differently in US and India. In US, Coke's awareness stretches beyond its immediate consumers. It is usedfunctionally as a substitute for water. Its home consumption is high. It is seen as a brand with heritage ami many customers and non-customers relate to it Hence there is greater bonding between the brand and the customer. In India, by contrast Coke's knowledge and appeal is limited to the urban elite and youth. It is consumed more for aspirational than functional reasons. Home consumption is not as high as it is in the United States, It is a brand to which a limited number of people relate. Loyalty is more to the cola flavor them Coke. In short, Coke is viewed very differently in India as compared to tin United States. This paper examines the differences in perceptions in the two countries and discusses their implications for Coke in India. The implications to Indian market are important because China and India are seen as the most promising marketsfor its future. The CBBE model consists of 6 building blocks and 4 levels as shown in Figure 1 (page 9). The four levels are Identity, Meaning, Response and Relationships. The...
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...children garment and accessories and also perfumes and home furnishings. Widely perceived as the number one brand that represents the American Style, Polo Ralph Lauren has adopted a whole marketing strategy leading to a strong brand equity since its setting up. Moreover, the brand sells its goods internationally (9,000 Locations worldwide) while keeping its 44 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. This report will first of all highlights how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Keller’s CBBE model since its creation. Then, we will describe the Points of Parity (POP) and Points of Difference (POD) of the Brand to finally recommend ways through which the brand can continue to be successful in future. II) To what extent do you think the Ralph Lauren brand has achieved resonance with its customers? Since 1967, Ralph Lauren brand is a perfect example of how a company must build strong brand equity through the years. Indeed, the brand has developed its image across a diversity of products and markets using a perfect lifestyle marketing strategy. Being a self-made man, Mr Ralph Lauren gave his own name to his name and spent his entire life to control his brand image because for him: “Brand image seems to be important…”...
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...The term “brand equity” is a combination of brand value, brand strength and brand image (also referred as brand description).The ability of a brand description to be able to cater to the needs and wants of a target market using the right marketing mix leading to the brand strength (loyalty) which ultimately leads to the brand value thus making these three interconnected and forming a brand equity chain. On the basis of this, brand equity is defined as the value brought about by the various benefits of brand such as security of sustained future revenue. There are different ways of measuring brand equity or the “added value”. The value is derived from the actions of consumers who rely on brand knowledge structures and who respond to products, price, communication etc. Two important components for this brand knowledge are brand awareness and brand image. While brand awareness is characterized by breadth and depth in terms of various consumption situations the brand comes to mind and the likelihood that the brand is recalled, brand image is consumer perceptions about the brand. The second article gives an in depth knowledge about the ways to measure a brand equity system which help in interpreting marketing strategies and assessing the value of the brand. The third article covers the brand valuation literature. This brand valuation can be measured by looking into two areas i.e :marketing measurement and financial treatment of brands. But there are various obstacles to this valuation...
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...Assignment 4 1. Branding Strategy Option c would be the best branding strategy to introduce our new product. We came to the idea to extend the brand Heineken Pilsner, because there is a gap created in the market due to the government regulation which rises the age-limit for drinking alcohol from 16 to 18 years old. Later on we decided that we want Heineken Energy to become the new market leader in energy drinks. The reason we chose Heineken as a brand is that it has a high Customer-Based Brand Equity (CBBE). This can be explained by the five A’s of CBBE; awareness, associations, attitudes, attachment and activity. By analyzing the brand elements of Heineken it becomes clear why we choose to pick Heineken as our main brand. The brand name, the logo and the packaging are currently memorized to a great extend by customers. Most people perceive Heineken Pilsner as one of the best tasting beers in the world and on top of that it gives people a strong community feeling while drinking Heineken, which other brands are not able to create. This gives Heineken deep brand awareness, because people definitely think of a Heineken Pilsner on various occasions. For instance when they watch football games, when they go to a club or café, when they are having a birthday, so at almost every possible type of leisure activity. The associations with Heineken are very strong; the beer is exactly how customers want it to be and its unique characteristics make people drink the beer. Due to...
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...Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary and secondary data 5.3.3. Access and sampling strategy 5.3.4. Data analysis and presentation 5.4. Limitations of research 5.4.1. Validity 5.4.2 Reliability 5.4.3. Generalisability 6. Ethical considerations 7. Planning 8. References 1 1 2 5 5 5 5 5 6 6 6 7 7 7 7 8 8 8 9 9 9 9 11 1. Title Brand and Consumer Behaviour of Innocent 2. Background At the time of the integration of world economy, competition has become stronger and for the success of company activity in national, regional, and world markets, one of the most important factors is to effectively manage quality and its means of identification such as trade and quality marks, brands, etc. There has been a growth in the products with different brands and trademarks as well as in consumption of goods. In the modern days, brands symbolize different sets of meanings, generating specific associations or emotions for every consumer. The brand is the competitive advantage for a company and a source of added value which leads to...
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