STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY

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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 … - PowerPoint PPT Presentation

Transcript of STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY

BUILDING, MEASURING, AND MANAGING BRAND EQUITYCustomer-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
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
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
*
Breadth of brand awareness
Style and design
Type of channel, specific stores, ease of purchase
Time (day, week, month, year, etc.), location, and context of usage
Personality & values
History, heritage, & experiences
Attitudinal attachment
Proud of brand
Sense of community
*
0.17
0.66
0.24
0.65
P-2
Performance
P-1
P-10
P-7
P-8
P-9
P-3
P-4
P-6
P-5
P-11
P-12
I-2
I-9
Imagery
I-1
I-3
I-6
I-5
I-10
I-7
I-8
I-11
I-12
I-4
F-2
Feelings
F-1
F-3
F-4
F-6
F-5
F-7
F-8
F-9
F-11
F-12
F-10
J-2
Judgment
J-1
J-3
J-4
J-6
J-5
J-10
J-7
J-8
J-9
J-11
J-12
R-2
Resonance
R-1
R-3
R-4
R-6
R-5
R-10
R-7
R-8
R-9
R-11
R-12
0.58
0.49