Lecture 5 6 CBBE

8/18/2019 Lecture 5 6 CBBE

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March 1, 2016

Customer Based Brand Equity


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Topics to be covered today

1. CBBE

2. Brand Knowledge

3. Brand Awareness

4. Brand Image


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Perspective

Approach to Brand equity fromperspective of consumer i.e.

individual consumer or organization

What do brands mean to consumers

How does brand knowledge affect

consumer’s response to marketingactivity


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Power of Brand

Power of brand lies in what consumers have learned, felt, seen, heardabout brand as result of their experiences over time.

Power of brand lies in what resides in minds of the customers.

Challenge for marketing in building strong brand is ensuring thatcustomers have right of experiences with products & services and their accompanying marketing programs.


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Consumer Based Brand Equity

“The differential effect that brand knowledge has on consumer

response to the marketing of that brand.” Keller, 1993

Brand EquityPositive – acting favorably to brand

Negative – Acting unfavorable to brand

Differentialeffect

brandknowledge

consumer response


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Brand Equity as Bridge

Brand as reflectionof past

Brands asdirection for future


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Customer-Based Brand Equity

Differentialeffect

• Differences in consumer response

Brandknowledge

• A result of consumers’ knowledge about thebrand

Consumer response to

marketing

• Choice of a brand

• Recall of copy points from an ad• Response to a sales promotion

• Evaluations of a proposed brand extension


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2.9

Sources of Brand Equity

Brandawareness

Brandrecognition

Brand recall

Brandimage

Strong,favorable, andunique brandassociations


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Establishing Brand Awareness

Increasing the familiarity of the brand through repeated

exposure (for brandrecognition)

Forging strong associationswith the appropriate product

category or other relevantpurchase or consumptioncues (for brand recall)


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Creating a Positive Brand Image

Brand Associations

• Does not matter which source of brand association

• Need to be favorable, strong, and unique

• Marketers should recognize the influence of these other

sources of information by both managing them as well as

possible and by adequately accounting for them in designing

communication strategies.


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Summary

1. CBBE

2. Brand Knowledge

3. Brand Awareness

4. Brand Image


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Thank you

Dr. Kuldeep C RojheSchool of Business Management & Liberal Arts

Shoolini UniversityVillage Bajhol, Solan (H.P)

+91 988 204 [email protected]

Lecture 5 6 CBBE

Documents

Transcript of Lecture 5 6 CBBE