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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 …
 comprehensive
 cohesive
 well-grounded
 up-to-date
 actionable
MARKETING PLANNING PROCESS

Complex,
Varied
Marketing
Activity

Detailed, Comprehensive,
Rich Robust
Marketing Marketing
Models Measures
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
CUSTOMER­BASED BRAND EQUITY PYRAMID

4.   RELATIONSHIPS  = 
RESONANCE  What about you & me?

3.  RESPONSE  =  
JUDGMENTS FEELINGS
What about you?

2.   MEANING  =  
PERFORMANCE IMAGERY What are you?

1.   IDENTITY  = 
SALIENCE  
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, etc.), location, and context
of usage
 Personality & values
 Sincerity, excitement, competence, sophistication, &
ruggedness
 History, heritage, & experiences
 Nostalgia
 Memories
Judgment Dimensions
 Brand quality
 Value
 Satisfaction
 Brand credibility
 Expertise
 Trustworthiness
 Likability
 Brand consideration
 Relevance
 Brand superiority
 Differentiation
Feelings Dimensions
 Warmth
 Fun
 Excitement
 Security
 Social approval
 Self-respect
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
Customer-Based Brand Equity
Model

Consumer­ INTENSE, ACTIVE 
LOYALTY
Brand
Resonance

RATIONAL & 
Consumer  Consumer  EMOTIONAL 
Judgments Feelings REACTIONS

POINTS­OF­
PARITY & 
Brand Brand POINTS­OF­
Performance Imagery DIFFERENCE

DEEP, BROAD 
Brand Salience BRAND 
AWARENESS
Sub-Dimensions of CBBE Pyramid

LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT

WARMTH
QUALITY  FUN
CREDIBILITY EXCITEMENT
CONSIDERATION SECURITY
SUPERIORITY SOCIAL APPROVAL
SELF­RESPECT

PRIMARY CHARACTERISTICS & USER PROFILES
SECONDARY FEATURES PURCHASE & USAGE 
PRODUCT RELIABILITY, DURABILITY  SITUATIONS
& SERVICEABILITY PERSONALITY & 
SERVICE EFFECTIVENESS,  VALUES
EFFICIENCY, & EMPATHY  HISTORY,  HERITAGE,
STYLE AND DESIGN    & EXPERIENCES
PRICE

CATEGORY IDENTIFICATION
NEEDS SATISFIED
Application:
Identify the key drivers of brand equity
2

J- 12
P-1

J-1
P-1

P-2

J-2
1

11
1
P-

J-
3

3
P-

J-
Performance Judgment
P-10
J-4
P-4 0.65 0
J-1

0.49

R-2
R-1
R-1
P-

J-
P-

J-
9
9

11
5
5
P-8

J-8
P-6

J-6

R-
P-7

J-7

3
R-
Resonance
R-10
R-4

0.17 0.66
I-12

R-
I-1

F-1
F-1

R-
I-2

F- 2

5
1

R-8
1

R-6
I-1

R-7
F-
I-3

3
F-
0.58
0.24
Imagery Feelings
I-10
F-4
I-4 0
F-1
I- 9

F-
I-5

F-
9

5
I- 8

F-8
I- 6

F-6
I-7

F-7