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STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY

STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY. Kevin Lane Keller Kafli 2. 21. september 2004. Motivation for Customer-Based Brand Equity Model. Marketers know strong brands are important but aren’t always sure how to build one. CBBE model was designed to be …

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STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY

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  1. STRATEGIC BRAND MANAGEMENTBUILDING, MEASURING, AND MANAGING BRAND EQUITY Kevin Lane Keller Kafli 2 21. september 2004

  2. Motivation forCustomer-Based Brand Equity Model • Marketers know strong brands are important but aren’t always sure how to build one. • CBBE model was designed to be … • comprehensive • cohesive • well-grounded • up-to-date • actionable

  3. MARKETING PLANNING PROCESS Complex, Varied Marketing Activity Detailed, Rich Marketing Models Comprehensive, Robust Marketing Measures

  4. 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

  5. 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

  6. CUSTOMER-BASED BRAND EQUITY PYRAMID 4. RELATIONSHIPS = What about you & me? RESONANCE 3. RESPONSE = What about you? FEELINGS JUDGMENTS 2. MEANING = What are you? PERFORMANCE IMAGERY 1. IDENTITY = Who are you? SALIENCE

  7. Salience Dimensions • Depth of brand awareness • Ease of recognition & recall • Strength & clarity of category membership • Breadth of brand awareness • Purchase consideration • Consumption consideration

  8. Performance Dimensions • Primary characteristics & supplementary features • Product reliability, durability, and serviceability • Service effectiveness, efficiency, and empathy • Style and design • Price

  9. 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, etc.), location, and context of usage • Personality & values • Sincerity, excitement, competence, sophistication, & ruggedness • History, heritage, & experiences • Nostalgia • Memories

  10. Judgment Dimensions • Brand quality • Value • Satisfaction • Brand credibility • Expertise • Trustworthiness • Likability • Brand consideration • Relevance • Brand superiority • Differentiation

  11. Feelings Dimensions • Warmth • Fun • Excitement • Security • Social approval • Self-respect

  12. Resonance Dimensions • Behavioral loyalty • Frequency and amount of repeat purchases • Attitudinal attachment • Love brand (favorite possessions; “a little pleasure”) • Proud of brand • Sense of community • Kinship • Affiliation • Active engagement • Seek information • Join club • Visit web site, chat rooms

  13. Customer-Based Brand Equity Model INTENSE, ACTIVE LOYALTY Consumer- Brand Resonance RATIONAL & EMOTIONAL REACTIONS Consumer Judgments Consumer Feelings POINTS-OF-PARITY & POINTS-OF-DIFFERENCE Brand Performance Brand Imagery DEEP, BROAD BRAND AWARENESS Brand Salience

  14. Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY 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

  15. P-1 J-1 P-12 J-12 P-2 J-2 P-11 J-11 P-3 J-3 Performance Judgment P-10 J-4 0.65 P-4 J-10 0.49 R-2 R-1 R-12 P-5 J-5 P-9 J-9 R-11 J-8 P-8 J-6 P-6 R-3 J-7 P-7 Resonance R-10 R-4 0.66 0.17 I-1 R-5 I-12 F-1 R-9 I-2 F-12 F-2 I-11 R-8 R-6 F-11 I-3 R-7 F-3 0.58 Imagery 0.24 Feelings I-10 F-4 I-4 F-10 I-5 I-9 F-5 F-9 I-8 I-6 F-8 F-6 I-7 F-7 Application:Identify the key drivers of brand equity

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