Measuring Customer Based Brand Equity for Premium Detergent ...
STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY
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Transcript of STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY
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STRATEGIC BRAND MANAGEMENTBUILDING, MEASURING, AND MANAGING
BRAND EQUITY
Kevin Lane Keller
Kafli 2
21. september 2004
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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
Complex,Varied
MarketingActivity
Comprehensive,Robust
MarketingMeasures
Detailed,Rich
MarketingModels
MARKETING PLANNING PROCESS
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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
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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
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CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
1. IDENTITY =
Who are you?
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Salience Dimensions
• Depth of brand awareness– Ease of recognition & recall– Strength & clarity of category membership
• Breadth of brand awareness– Purchase consideration– Consumption consideration
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Performance Dimensions
• Primary characteristics & supplementary features
• Product reliability, durability, and serviceability
• Service effectiveness, efficiency, and empathy
• Style and design
• Price
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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
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Judgment Dimensions
• Brand quality– Value– Satisfaction
• Brand credibility– Expertise– Trustworthiness– Likability
• Brand consideration– Relevance
• Brand superiority– Differentiation
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Feelings Dimensions
• Warmth• Fun• Excitement• Security• Social approval• Self-respect
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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-BrandResonance
Brand Salience
Consumer Judgments
Consumer Feelings
BrandPerformance
BrandImagery
INTENSE, ACTIVE LOYALTY
INTENSE, ACTIVE LOYALTY
RATIONAL & EMOTIONAL REACTIONS
RATIONAL & EMOTIONAL REACTIONS
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
DEEP, BROAD BRAND
AWARENESS
DEEP, BROAD BRAND
AWARENESS
Sub-Dimensions of CBBE Pyramid
LOYALTYATTACHMENTCOMMUNITYENGAGEMENT
QUALITY CREDIBILITYCONSIDERATIONSUPERIORITY
WARMTHFUNEXCITEMENTSECURITYSOCIAL APPROVALSELF-RESPECT
CATEGORY IDENTIFICATIONNEEDS SATISFIED
PRIMARY CHARACTERISTICS &SECONDARY FEATURES
PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY
STYLE AND DESIGN PRICE
USER PROFILESPURCHASE & USAGE
SITUATIONSPERSONALITY &
VALUESHISTORY, HERITAGE, & EXPERIENCES
Application:Identify the key drivers of brand equity
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PerformancePerformance
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ResonanceResonance
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