Premium Essay

Cbbe Model Stage 1


Submitted By pxm8883
Words 325
Pages 2
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 is crucial關鍵so you are able to gain in-depth understanding of how your customers perceive your brand. Also important (and relative to positioning from Lecture 3) is perception of your brand in relation to competing brands – and the factors which influence decision-making process. Do we have a clear USP, or is our similarity to other brands something of a benefit to us (this relates to

Similar Documents

Premium Essay


...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 just an indistinct blip on their radar screens. BAV Model BAV Model measures the brand...

Words: 935 - Pages: 4

Premium Essay

Customer Based Brand Equity Model (Cbbe)

...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...

Words: 1283 - Pages: 6

Premium Essay

Brand in China

...Brand Equity Aims Ø Three Types of Brand Equity Ø What are they? Ø How to create and measure? 1 Brand Excels at Delivering Benefits Customers Truly Desire Strongly Agree Strongly Disagree Brand Stays Relevant Strongly Agree Strongly Disagree 2 Brand is Properly Positioned Strongly Agree Strongly Disagree Brand is Consistent Strongly Agree Strongly Disagree Brand Managers Understand what the Brand Means to Consumers Strongly Agree Strongly Disagree 3 Brand Equity Brand Equity: 3 Approaches 1.  Customer Based Brand Equity (CBBE) 2.  Financial Brand Equity 3.  Employer Brand Equity CBBE Customer-based Brand Equity: Differential effect that brand knowledge has on consumer response to the marketing of that brand 4 Customer-Based Brand Equity (CBBE) Model Consumer Response to Marketing Brand Knowledge Differential Effect Brand Equity arises from differences in CONSUMER response What CONSUMERS learn, felt, seen, heard, experienced over time Reflected in CONSUMER perceptions, preferences, and behavior related to all aspects of the marketing of a brand The Brand is in the Mind of the Customer •  What do I know about it? •  What do I feel towards it? •  What was it like to use? How does a Crow count? 5 Brand Identity “Brand identity is a unique set of associations the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise...

Words: 1021 - Pages: 5

Premium Essay

Application of Cbbe Model

...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...

Words: 3733 - Pages: 15

Premium Essay


...Kwanpen Case Study -Why Singaporeans do not warm up to local brands [pic] Introduction Kwanpen was founded in 1938 in Singapore by Mr Kwan Pen Seng, who is a first-generation immigrant from China .[1] Kwan passed on his knowledge to his son, who learned the craft already as a little boy helping his father. When Kwan Jr. was 10 years old he was talented enough to make his own leather belts and shoes and today he is the CEO of the company. In the 1970s Kwanpen started to expand from just manufacturing bags for other brands to make its own handmade crocodile handbags, the same bags they are known for today. In 1976 the first Kwanpen store dedicated to crocodile-skin bags opened[2] and the first Kwanpen logo was established in 1989[3]. Kwanpen want to be identified as a luxury brand, and thus want their handbags to be associated with prestige and status. All their products are handmade with advanced craftsmanship. It can take up to 50 man-hours to produce one Kwanpen bag and only 400 pieces are manufactured on average per month. That is why one bag can sell for as much as $20,000 a piece[4]. Furthermore the raw materials that go into all Kwanpen products are acquired from strictly regulated wildlife organizations and according to rules laid down by the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES)[5]. Kwanpen signifies crocodile-skin bags with high value and quality. Problems faced by Kwanpen Kwanpen wants to position...

Words: 2290 - Pages: 10

Premium Essay

The Analysis of Brand Equity

...Cornell Hotel and Restaurant Administration Quarterly Measuring Customer-Based Restaurant Brand Equity Woo Gon Kim and Hong-Bumm Kim Cornell Hotel and Restaurant Administration Quarterly 2004; 45; 115 DOI: 10.1177/0010880404264507 The online version of this article can be found at: Published by: On behalf of: The Center for Hospitality Research of Cornell University Additional services and information for Cornell Hotel and Restaurant Administration Quarterly can be found at: Email Alerts: Subscriptions: Reprints: Permissions: Downloaded from at SAGE Publications on December 2, 2009 © 2004 CORNELL UNIVERSITY DOI: 10.1177/0010880404264507 Volume 45, Issue 2 115-131 ARTICLE 10.1177/0010880404264507 Measuring Customerbased Restaurant Brand Equity Investigating the Relationship between Brand Equity and Firms’ Performance by WOO GON KIM and HONG-BUMM KIM Strong brand equity is significantly correlated with revenues for quick-service restaurants. In a study 394 respondents gauged the strength of seven quickservice restaurant brands doing business in Seoul, Korea. The study tested four elements of brand equity, namely, brand awareness, brand image, brand loyalty, and perceived quality. Of...

Words: 8344 - Pages: 34

Premium Essay

Term Paper

...Chapter 01: 1.1 Introduction: In Bangladesh pharmaceuticals sector is one of the most developed hi-tech sector which is contributing in the country’s economy. After the promulgation of drug control ordinance-1982, the development of this sector was accelerated. The professional knowledge, thoughts and innovative ideas of the pharmacists working in this sector are the key factor for these developments. Due to recent development of this sector we are exporting medicines to global market including European market. This sector is also providing 96% of the total medicine requirement of the local market. Leading pharmaceuticals companies are expanding their business with the aim to expand export market. In Bangladesh pharmaceuticals market all products should be lunched as either manufacture brand or licensed brand name but not as distributor brand. Branding represents a real competitive advantage but the question remains as to whether we are making the most of that advantage. 1.2 Origin of the Report: This report is generated under the supervision of Mizanur Rahman, faculty, School of Business and Economics, MBA Program, United International University. To prepared this report I have selected one of the existing brand Napa Extra (Parcetamol 500 mg & caffeine 65 mg) of well-known leading pharmaceuticals company, Beximco Pharmaceuticals Ltd (BPL) 1.3 Objective: The main objectives of this report are: To fulfill the course requirement To increase...

Words: 2418 - Pages: 10

Premium Essay

Brand Audit

...PLATINUM CONSULTANCY BRAND AUDIT REPORT ON TOYOTA SUBMITTED TO: SUBMITTED BY: Dr Kokil Jain Manisha Singh Shanu Garg Ishaan Chaudhary Amber Jain Akshay Bhandula Utkarsha INTRODUCTION : Toyota Motor Corporation, commonly known as Toyota and abbreviated as TMC, is a multinational automaker headquartered in Toyota, Aichi, Japan. It is the world's third largest automobile manufacturer by sales and production. The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's company Toyota Industries to create automobiles. Three years earlier, in 1934, while still a department of Toyota Industries, it created its first product, the Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor Corporation group companies are Toyota (including the Scion brand), Lexus, Daihatsu and Hino Motors, along with several "non-automotive"...

Words: 5506 - Pages: 23

Premium Essay

Brand Report: Manly Council Manly Council. Specifically, the research draws attention to Keller’s Brand equity model and the brand-positioning concept that identifies the points of parity and points of difference of a brand in relation to its competitors. Manly council is located eight kilometers from Sydney’s Central Business District and has a population of approximately 40,000. The Council uses a wide variety of marketing strategies to create brand awareness, two of which will be discussed in this report: Brand Positioning through marketing to distinct demographics and Manly Council developing an online presence through social media. The report evaluates the brand theories along side Manly Councils Marketing Strategies and concludes that the brand marketing is consistent and relevant towards attracting people into its district. It is recommended that: * To gain a larger cliental, Manly Council must continue creating awareness of the upgrades and developments being made. * Advertisements should be addressing the needs of more subgroups/demographics. * Combining the social media Facebook forums of Manly council and Hello Manly will form a larger market to create brand awareness. * Updating and monitoring the pages weekly to enhance social activity * Finding ways to form discussions among customers to gain market research Table of Contents Page Number Title Page 1 Executive Summary 2 Table of Contents 3 Introduction 4 Theories...

Words: 3615 - Pages: 15

Premium Essay


...Journal of Marketing Communications Vol. 15, Nos. 2 – 3, April– July 2009, 139–155 Building strong brands in a modern marketing communications environment Kevin Lane Keller* E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, NH 03755, USA To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed. Keywords: customer-based brand equity; brand resonance; brand building; integrated marketing communications; interactive marketing communications Introduction The marketing communications environment has changed enormously from what it was 50, 30 or perhaps even as few as 10 years ago. Technology and the Internet are fundamentally changing the way the world interacts and communicates. At the same time, branding has become a key marketing priority for most companies...

Words: 8336 - Pages: 34

Premium Essay


...Factors Affecting Purchase Decision of Online Shopping Mall in Hong Kong Background and Overall Research Aim According to the global transaction service provider, PayPal (2015), predicted that the online expenditure of Hong Kong will reach 25 Billion US Dollars by 2015. The main cause of this significant growth is drive by the rise of online shopping malls. However, a report which conducted by Hong Kong Trade Development Council (, 2015) states that the proportion of sales through online shopping platforms are only share 7.7% of the whole e-Commerce industry, which means the online shopping phenomenon is just at the early stage, with the growing of social media, such as Facebook, Twitter and Weibo (Castronovo and Lei, 2012), there is a plenty of room to grow. In order to understanding the e-commerce industry in Hong Kong, Go-Globe Hong Kong conduct a research about the e-commerce environment in Hong Kong. The main group of online shoppers are 25 to 34 years old (76.4%), while 40.5% aged between 50 to 64 years old. In 2013, there are 8.5% increase of Hong Kong residents shopping online in compare with 2011. Four out of five Hong Kong consumers use the internet to research what they want before purchasing or even purchase it online. And 49% of them are willing to spend more money on online shopping mall in the near future. With the smartphone are become more and more popular, 89% of smartphone users search a product which they desired in smartphone...

Words: 2648 - Pages: 11

Premium Essay

“Customer Based Brand Equity in Motor Bike Sector (Focusing on Bajaj Pulsar)”

...Report On “Customer based Brand Equity in Motor Bike Sector (Focusing on Bajaj Pulsar)” [pic] Report On “Customer based Brand Equity in Motor Bike Sector (Focusing on Bajaj Pulsar)” SUBMITTED TO Abdullah Mohammed Ibrahim Assistant Professor Department of Business administration Northern Bangladesh University SUBMITTED BY |Name |ID |Section |Semester | |Subrata Karmakar |BBA 080202759 |B |Spring 2011 | |Nazmul Hasan Zubran |BBA 060101625 |B |Spring 2011 | |Kaniz Fatema Sharmin |BBA 080160685 |B |Spring 2011 | |Tanvir Ahmed Masud |BBA 110104010 |B |Spring 2011 | |Saifur Rahman Abir |BBA 110104013 |B |Spring 2011 | Date of submission: 07th April, 2011 Acknowledgement This report is prepared on the basis of the assignment given by Abdullah Mohammed Ibrahim assistant professor of Northern University Bangladesh. It was a...

Words: 4009 - Pages: 17

Premium Essay

Mr. Mishu

...Report on LUX LUX is a Tangible, Non Durable Good on the basis of this classification. LUX and other soaps fall into the category of Convenience Good Report on “Brand Equity Measurement of LUX”. ACKNOWLEDGEMENT We express our sincere thanks to our respectable teacher Mohammad Nazmul Huq for providing us with bighearted support and opportunity for the successful completion of research on: “Brand Equity Measurement of LUX”. We are thankful to our respondents for their responses, class fellows for their support and suggestions, which have proved to be very valuable for this research, without which it would have not been possible to successfully complete the research. LETTER OF TRANSMITTAL 03rd May, 2010 Mohammad Nazmul Huq Assistant Professor, Department of Business Administration, Stamford University Bangladesh. Subject: - Submission of Report. Dear Sir, With due respect and humble submission I would like to state that, we have been required to submit a research report on ‘Brand Equity Measurement of LUX’ as a part of the completion of this course. For all intents and purposes, It was really more than an opportunity to experience how a research should be performed and should be presented...

Words: 3483 - Pages: 14

Premium Essay

Product Management

...of Product Manager Role of Product Manger Responsible for marketing of individual products or product lines • Creation and conceptualization of strategies for improving and marketing the assigned product line or brands. • Projection and determination of financial and operating plans for such products. • Monitoring execution and results of plans, with possible adaptation of tactics to evolving conditions. Scope of Product Manager: • Has no control over the functional departments that execute the plan • Lately, advertising function at micro level is being held by product managers Interfaces of a Product Manager Functions of a Product Manger 1. Market Planning Process SLEPT Customer (MKT Segmentation) Competitor (PDCT Segmentation) Sales Potential and Market Forecasting 2. Product Strategy Positioning / Branding Leveraging CBBE (LE / BE) NPD 3. Marketing Decisions Pricing Packaging Promotions (includes ADVT) Channels of Distribution Service 4. Monitoring Marketing Metrics Financial Metrics How is Product Manger different from Marketing Manger? • • • Focus Level of Operation Time frame of decision Making How is Product Management different from Brand Management? Differences • • • • • Brand can exist independent of product Brand has value on balance sheet Brand can deal with multiple product lines but still be coherent Brand is extendable Brand is a covenant or a promise of performance Similarities • Brand derives its power from product only • If promise is...

Words: 4649 - Pages: 19

Premium Essay

Brand Audit: Pressed Juices & Finn Cold Press

...BRAND AUDIT- PRESSED JUICE AND FINN COLD PRESS PREPARED BY: ANISHA D’COSTA, 4901923 PREPARED FOR: BRAND DYNAMICS MKT 70001, DATE 14/4/2014 Pressed Juices & Finn Cold Press | Anisha D’ Costa, 4910923 1 Executive Summary This report was written with a purpose of determining the viability of opening a Pressed juice bar for a potential investor, in Hawthorn-Glenferrie road market. This was achieved by conducting a brand audit of two existing and competing pressed juice bars who service in the area, namely; Pressed Juices and Finn Cold Press. This Brand Audit was performed by means of a physical visit to the Pressed Juice store, Hawthorn and collection of numerous secondary sources of data including online articles for research and analysis of the brand impact on consumers. Both these brands have a unique selling proposition of selling cold pressed juices, a trendsetter in the United States already, and recently in the Australian consumers’ hearts and minds. Pressed Juices have the leading edge of being the first ones to open in Melbourne whereas Finn Cold Press is the niche player when it comes to hand-crafted, naturopathically designed range of juices. Pressed Juices’ stores have incorporated its brand values of creating fresh cold pressed juices on a daily basis through its consistent branding practices seen in their 10 store designs across Victoria and New South Wales, brand elements and campaigns leading towards greater brand congruency. They are perceived as positively...

Words: 6305 - Pages: 26