1. STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY
Kevin Lane Keller
Kafli 2
21. september 2004

2. 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

3. MARKETING PLANNING PROCESS
Complex,
Varied
Marketing
Activity
Detailed,
Rich
Marketing
Models
Comprehensive,
Robust
Marketing
Measures

4. 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

5. 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

6. CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS
FEELINGS
PERFORMANCE
IMAGERY
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?

7. Salience Dimensions Depth of brand awareness
Ease of recognition & recall
Strength & clarity of category membership
Breadth of brand awareness
Purchase consideration
Consumption consideration

8. Performance Dimensions
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price 23

9. Imagery Dimensions User profiles Purchase & usage situations
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

10. Judgment Dimensions Brand quality Brand credibility
Value
Satisfaction
Brand credibility
Expertise
Trustworthiness
Likability
Brand consideration
Relevance
Brand superiority
Differentiation

11. Feelings Dimensions Warmth Fun Excitement Security Social approval
Self-respect

12. Resonance Dimensions Behavioral loyalty Attitudinal attachment
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

13. Customer-Based Brand Equity Model
Consumer-
Brand
Resonance
Brand Salience
Consumer Judgments
Consumer Feelings
Performance
Imagery
INTENSE, ACTIVE LOYALTY
RATIONAL & EMOTIONAL REACTIONS
POINTS-OF-PARITY & POINTS-OF-DIFFERENCE
DEEP, BROAD BRAND AWARENESS

14. Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
QUALITY CREDIBILITY
CONSIDERATION
SUPERIORITY
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
CATEGORY IDENTIFICATION
NEEDS SATISFIED
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY
STYLE AND DESIGN
PRICE
USER PROFILES
PURCHASE & USAGE SITUATIONS
PERSONALITY & VALUES
HISTORY, HERITAGE,
& EXPERIENCES

15. Application: Identify the key drivers of brand equity
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
0.17
0.66
0.24
0.65
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