文档介绍：Motivation for Customer-Based Brand Equity Model
Motivation for
Customer-Based Brand Equity Model
Marketers know strong brands are important but aren’t always sure how to build one3>.
CBBE model was designed to 8>be …
comprehensive
cohesive
well-grounded
up-to-date
actionable
Complex,
Varied
Marketing
Activity
Comprehensive,
Robust
Marketing
Measures
Detailed,
Rich
Marketing
Models
MARKETING PLANNING PROCESS
Rationale of
Customer-Based Brand Equity Model
Basic premise: Power of a brand resides in the minds of customers
Challenge is to ensure customers have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures:
Thoughts
Feelings
Images
Perceptions
Attitudes
Building
Customer-Based Brand Equity
Building a strong brand involves a series of steps as part of a “branding ladder”
A strong brand is also characterized by a logically constructed set of brand “building blocks.”
Identifies areas of strength and weakness
Provides guidance to marketing activities
CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS
FEELINGS
PERFORMANCE
IMAGERY
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Salience Dimensions
Depth of brand awareness
Ease of recognition & recall
Strength & clarity of category membership
Breadth of brand awareness
Purchase consideration
Consumption consideration
Performance Dimensions
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
Imagery Dimensions
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, e