BRAND BUILDING MODEL

• 4 Steps of brand building

• Brand building blocks
• Brand building implications
 4 Steps of brand building
Building brands, according to CBBE model, can be thought of as a
sequence of steps, in which each step is contingent on successfully
achieving the previous step:
1. Ensure identification of the brand with customers & an association
of the brand in customers’ mind with a specific product class or
customer need
2. Firmly establish the totality of brand meaning in the minds of
customers by strategically linking a host of tangible & intangible
brand associations with certain properties
3. Elicit the proper customer responses to this brand identification &
brand meaning
4. Convert brand responses to create an intense, active loyalty
relationship between customers & the brand
 4 Steps of brand building (contd.)
These 4 steps constitute fundamental questions customers
ask about brands:
1. Who are you? (brand identity)
2. What are you? (brand meaning)
3. What about you? What do I think or feel about you?
(brand responses)
4. What about you and me? What kind of association &
how much of a connection would I like to have with
you? (brand relationship)
THERE IS AN OBVIOUS ORDERING OF THE STEPS
IN THIS “Branding Ladder”
BRAND BUILDING BLOCKS
Brand building blocks
4. Relationship
What about you
Resonance & me?

3. Response
Judgement Feelings
What about you?
2. Meaning
Performance Imagery
What are you?
1. Identity
Salience
Who are you?
 Subdimensions of brand building model
Loyalty
Attachment
Community
Engagement
Quality Warmth,Fun
Credibility Excitement
Consideration Security
Superiority Social approval, Self-respect
Primary charateristics & User profiles
Secondary features Purchase & usage situations
Product reliability Personality & values
Durability & servicability History, heritage
Service effectiveness & Experiences
Efficiency & empathy
Style & design, Price
Category identification
Need satisfied
 Brand building blocks
• Salience
• Performance
• Imagery
• Judgement
• Feelings
• Resonance
 Brand salience
What basic function does the brand provide to
customers?
• Breadth & depth of awareness
• Product category structure
 Breadth & depth of awareness (eg Tropicana)
• At the most basic level, its necessary that consumers
recognise the Tropicana brand when it is presented or
exposed to them
• Beyond that, consumers should think of Tropicana
whenever they think of orange juice, particularly when they
are thinking of purchase in that category
• Additionally, consumers ideally would think of Tropicana
whenever they were deciding which type of beverage to
drink, specially when seeking a “tasty but healthy” beverage
– some of the needs presumably satisfied by orange juice
Thus , consumers must think of Tropicana in terms of
satisfying a certain set of needs whenever those needs arise.
 Product category structure (beverages)

Beverages

Water Flavour

Alcoholic
Nonalcoholic

Milk Juices Wine Distilled

spirit
Hot Soft Beer
beverages drinks
 Product category structure
To fully understand brand recall, it is important to appreciate product
category structure, or how product categories are organised in memory,
for example beverages:
• As the configuration for beverages show, consumers often make
decisions in top down fashion
Implications:
• Understanding the hierarchy gives a clue on how to increase
awareness, as well as position the brand
• In some cases, the best route for improving sales for a brand is not by
improving consumer attitudes toward the brand but, instead, by
increasing the breadth of brand awareness & situations in which
consumer would consider using the brand. For example:
- to increase consumption, Tropicana is extending orange drink to
occasions beyond breakfast
 Brand performance
PRODUCT ITSELF IS AT THE HEART OF BRAND
EQUITY, BECAUSE IT IS THE PRIMARY INFLUENCE
ON WHAT CONSUMERS EXPERIENCE WITH A
BRAND, WHAT THEY HEAR ABOUT A BRAND FROM
OTHERS, & WHAT THE FIRM CAN TELL CUSTOMERS
ABOUT THE BRAND IN THEIR COMMUNICATIONS:
• Designing & delivering a product that fully satisfies
consumer needs & wants is a prerequisite for successful
marketing
• To create brand loyalty & resonance, consumers’ experiences
with the product must at least meet, if not actually surpass,
their expectations
Brand performance relates to way in which the product/service
attempts to meet customers’ more functional needs:
• How well does the brand rate on objective assessment of
quality?
• To what extent does the brand satisfy utilitarian, aesthetic,
& economic customer needs & wants in the product or
service category?
There are 5 important types of attributes & benefits that often
underlie brand performance:
1. Primary ingredients & supplementary features
2. Product reliability, durability, & serviceability
3. Service effectiveness, efficiency, & empathy
4. Style & design 5. Price
 Brand imagery
Brand imagery is how people think about a brand abstractly,
rather than what they think brand actually does.
Imagery associations can be formed:
• Directly: from consumers own experiences & contact with
product, brand, target market, or usage situation
• Indirectly: depiction of these same considerations as
communicated in brand advertising or by some other source
of information, such as W.O.M.
• 4 categories can be highlighted:
1. User profiles
2. Purchase & usage situations
3. Personality & values
4. History, heritage & experiences
 Brand judgement
How customers put together all the different
performance & imagery associations of the brand
to form different kinds of opinions.
4 types of summary judgments particularly important:
1. Brand quality
2. Brand credibility
3. Brand consideration
4. Brand superiority
Brand quality:
• There are a host of attitudes customers hold towards a
brand, but the most important relate in various ways
to perceived quality of the brand
• Other notable attitudes related to quality pertain to
perception of value & satisfaction
Brand credibility:
• Perceived expertise: competent, innovative, & market
leader
• Trustworthiness: dependable & keeping consumer
interests in mind
• Likability: fun, interesting, & worth spending time
with
Brand consideration:
• How personally relevant is the brand
• Depends on extent to which strong, & favourable
association created as a part of brand image
Brand superiority:
• Uniqueness
• Absolutely critical to building intense & active
relationship with customers
 Brand feelings
EMOTIONS EVOKED BY A BRAND CAN BECOME SO STRONGLY
ASSOCIATED THAT THEY ARE ACESSIBLE DURING
PRODUCT CONSUMPTION OR USE:
• Researchers have defined transformational advertising as advertising
designed to change consumers’ perception of the actual usage
experience with the product
Following are 6 important types of brand-building feelings:
1. Warmth
2. Fun
3. Excitement
4. Security
5. Social approval
6. Self-respect
• First 3 types of feelings are experiential & immediate, increasing in
level of intensity
• Later 3 are private & enduring, increasing in level of gravity
 Brand resonance
RESONANCE IS CHARACTERISED IN TERMS OF
INTENSITY, OR DEPTH OF THE PSYCHOLOGICAL BOND
THAT THE CUSTOMERS HAVE WITH THE BRAND,
AS WELL AS THE LEVEL OF ACTIVITY ENGENDERED
BY THIS LOYALTY:
1. Behavioural loyalty
2. Attitudinal attachment
3. Sense of community
4. Active engagement
Finally, perhaps the strongest affirmation of brand loyalty is when
customers are willing to invest time, energy, money, or other resources
in the brand beyond those expended during purchase or consumption of
the brand
Strong attitudinal attachment or social identity or both are typically
necessary, however, for active engagement with the brand to occur
 Brand building implications
• Customers own brands
• Don’t take short-cuts with brands
• Brands should have duality
• Brands should have richness
• Brand resonance provides important focus
 THE IMPORTANCE OF CBBE MODEL IS IN THE ROAD MAP &
GUIDANCE IT PROVIDES FOR BRAND BUILDING:
• It provides a yardstick by which brands can assess their progress in
their brand-building efforts as well as guide for marketing research
initiatives

Customers own brands:

THE BASIC PREMISE OF THE CBBE MODEL IS THAT THE
TRUE MEASURE OF THE STRENGTH OF A BRAND DEPENDS
ON HOW CONSUMERS THINK, FEEL, & ACT
WITH RESPECT TO THE BRAND:
• Though marketers responsible for designing & implementing most
effective & efficient brand building programmes, success depends on
how consumers respond
Don’t take shortcuts with brands:
Consumer INTENSE, ACTIVE
Brand LOYALTY

resonance
Consumer Consumer POSITIVE,
ACCESSIBLE,
Judgements Feelings REACTIONS

Brand Brand P.O.P &

P.O.D.
Performance Feelings
DEEP, BROAD
Brand salience BRAND
AWARENESS
 A GREAT BRAND IS NOT BUILT
BY ACCIDENT BUT IS THE PRODUCT OF
CAREFULLY ACCOMPLISHING –
EITHER EXPLICITLY OR IMPLICITLY –
A SERIES OF LOGICALLY LINKED STEPS
WITH CONSUMERS.:
The length of time to build a strong brand will,
therefore, be directly proportional to the amount of
time it takes to create sufficient awareness &
understanding so that firmly held & felt beliefs &
attitudes about the brand are formed that can serve
as the foundation for brand equity.
 Brands should have duality
STRONG BRANDS BLEND PRODUCT
PERFORMANCE & IMAGERY TO CREATE A
RICH, VARIED, BUT COMPLEMENTARY SET OF
CONSUMER RESPONSES TO THE BRAND

BY APPEALING TO BOTH RATIONAL &

EMOTIONAL CONCERNS, A STRONG BRAND
PROVIDES CONSUMERS WITH MULTIPLE
ACCESS POINTS TO THE BRAND WHILE
REDUCING COMPETITIVE VULNERABILITY
 Brand should have richness
THE VARIOUS ASSOCIATIONS MAKING UP
THE BRAND IMAGE MAY BE REINFORCING,
HELPING TO STRENGTHEN OR INCREASE
THE FAVOURABILITY OF OTHER BRAND
ASSOCIATIONS, OR MAY BE UNIQUE,
HELPING TO ADD DISTINCTIVENESS OR
OFFSET SOME POTENTIAL DEFICIENCIES:
• Strong brands thus have both breadth & depth
• At the same time brands should not necessarily be
expected to score high on all the various dimensions
& categories making up each core brand value
 Building blocks can have hierarchies
• Brand awareness: It is typically important to first establish category identification in some
way before considering strategies to expand breadth via needs satisfied or benefits offered

• Brand performance: Often necessary to first link primary characteristics & related features
before attempting to link additional, more peripheral associations

• Brand imagery: Often begins with fairly concrete initial articulation of user & user
imagery that, over time, leads to broader, more abstract brand associations of personality,
value, history, heritage, & experience

• Brand judgment: Usually begin with positive quality & credibility perceptions that can
lead to brand consideration & then perhaps assessment of brand superiority

• Brand feelings: Usually start with either experiential ones (i.e, warmth, fun, excitement) or
inward ones (i.e., security, social approval, self-respect)

• Brand resonance: Behavioural loyalty is a starting point but attitudinal attachment or a

sense of community is almost always needed for active engagement to occur
 Brand resonance provides important focus
BRAND RESONANCE IS THE PINACLE OF CBBE MODEL & PROVIDES
IMPORTANT FOCUS &
PRIORITY FOR DECISION MAKING-
REGARDING MARKETING:
• To what extent is marketing activity affecting the key dimensions of brand
resonance?
• Is marketing activity creating brand performance & imagery associations &
consumer judgments & feelings that will support these brand resonance
dimensions?
In a application of CBBE model, the M.R. firm, Knowledge Network, found
that brands that scored highest on loyalty & attachment were not
necessarily same that scored high on community & engagement (see Chart
in next slide)
However, by defining the proper role for the brand, higher levels of brand
resonance should be obtainable
 Brand ranking on Resonance
dimensions US, Fall 2001)
Rank Brand
Order Loyalty Attachment Community Engagement
1 Harley D H.D. H.D. H.D.
2 Hershey’s Hershey’s Lifetime TV Lifetime TV
3 Campbell’sCampb.’s Public Broad. Lexus
4 Clorex Discov.Ch. Fidelity Inv. Disc. Ch.
5 Heinz BMW MSM Public B.
6 Kodak Wal-Mart Lexus Wal-Mart
7 Kraft Public B. Discovery C. BMW
8 Wal-Mart Kraft AOL.com Dell
9 Duracell Kodak Chevrolet Toyota
10 Disc. Ch. NBC Hershey’s Fidelity Inv.
 THE LENGTH OF TIME TO BUILD A
STRONG BRAND WILL BE
DIRECTLY PROPORTIONAL TO
THE AMOUNT OF TIME IT TAKES TO
CREATE SUFFICIENT AWARENESS &
UNDERSTANDING SO THAT FIRMLY
HELD & FELT BELIEFS & ATTITUDES
ABOUT THE BRAND ARE FORMED
THAT CAN SERVE AS THE
FOUNDATION FOR BRAND EQUITY
 Brands should have a duality
STRONG BRANDS BLEND PRODUCT PERFORMANCE
& IMAGERY TO CREATE A RICH, VARIED, BUT
COMPLEMENTARY SET OF CONSUMER RESPONSES
TO THE BRAND:
• By appealing to both rational & emotional concerns, a
strong brand provides consumers with multiple access
points to the brand while reducing competitive vulnerability
• Rational concerns can satisfy utilitarian needs, whereas
emotional concerns can satisfy psychological or emotional
needs. Combining the two allows the brands to create a
formidable brand position