Customer Based Brand Equity

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Customer Based Brand Equity

• Chapter 2

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Customer Based Brand Equity

• The differential knowledge that brand knowledge
  has on the marketing of that brand.
• Differential
• Knowledge
• Response to marketing

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Making a Strong Brand

• Brand awareness
• Brand Image

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Sources of Brand Equity

• Customer based brand equity occurs when the
  customer has a high level of awareness and
  familiarity with the brand and holds some strong,
  favourable and unique associations in memory.

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Brand Equity

• Brand Awareness
• Brand Recognition
• Brand Recall
• Advantages
• Learning advantages
• Consideration advantages
• Choice advantages

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Brand Equity

• Brand Image
• Strength of brand associations
• Brand Attributes
• Brand Benefits
• Favourability of brand associations
• Desirability
• Deliverability
• Uniqueness of brand associations

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Building a Strong Brand
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Brand Building Blocks

• Brand Salience
• Breadth Depth of awareness
• Product Category Structure
• Historically, brand salience has been considered
  synonymous with the brand being top of mind
  (mentioned first) when the product category is
  used to cue retrieval from memory. Brand salience
  reflects the quantity and quality of the network
  of memory structures buyers hold about the
  brands.

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Brand Salience

• The tendency of a brand to be thought of in a
  buying situation is known as brand salience.
  Brand salience is the propensity for a brand to
  be noticed and/or thought of in buying
  situations and the higher the brand salience the
  higher its market penetration and therefore its
  market share. Salience refers not to what
  customers think about brands but to which ones
  they think about.

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• Brand Performance
• Reliability
• Durability
• Serviceability
• Service Effectiveness
• Service Efficiency
• Service Empathy

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Brand Imagery

• User Profile
• Purchase and Usage Situation
• Personality Value
• History, Heritage and Experience

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User Profile

• The set of human characteristics associated with
  a brand

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How Does It Fit Into Branding?
Price
Brand Recall
Non-Product Related
Packaging
Brand Awareness
Brand Recognition
Attributes
Product Related
User Imagery
Brand Knowledge
Functional
Usage Imagery
Types of Brand Association
Benefits
Experiential
Favourability of Brand Association
Attitudes
Brand Image
Symbolic
Strength of Brand Association
Uniqueness of Brand Association
Keller, 1993
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Brand Personality Framework
Brand Personality
Sophistication
Excitement
Sincerity
Ruggedness
Competence

• Down to earth
• Honest
• Wholesome
• Cheerful

• Daring
• Spirited
• Imaginative
• Up-to-date

• Reliable
• Intelligent
• Successful

• Upper Class
• Charming

• Outdoorsy
• Tough

Aaker, 1997
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Examples Brand Personality

• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness

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Examples Brand Personality

• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness

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Examples Brand Personality

• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness

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Examples Brand Personality

• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness

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Brand Jugdments

• Brand Quality
• Brand Credibility
• Brand Consideration
• Brand Superiority

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from consumers ? to peopleconsumers buy, people live2. from product ? to experienceproducts fulfill needs, experiences fulfill desires3. from honesty ? to trusthonesty is expected. trust is engaging and intimate. it needs to be earned4. from quality ? to preferencequality for the right price is a given today. preference creates the sale5. from notoriety ? to aspirationbeing known does not mean that you are also loved!6. from identity ? to personalityidentity is recognition. personality is about character and charisma!7. from function ? to feelthe functionality of a product is about practical or superficial qualities onlysensorial design is about experiences8. from ubiquity ? to presenceubiquity is seen. emotional presence is felt9. from communication ? to dialoguecommunication is telling. dialogue is sharing10. from service ? to relationshipservice is selling. relationship is acknowledgment
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Brand Feelings

• Transformational Advertising
• Warmth
• Fun
• Excitement
• Security
• Social Approval
• Self Respect

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Warmth

• Campbells Soup
• Mrs Campbell is a rosy-cheeked and
• plump grandmother who lives in a warm,
• cosy house and wears an apron as she
• cooks wonderful things for her grandchildren.
• Keller, 2003

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Fun

• Disney is often associated with feelings of
  amusement, lightheartedness, playfulness and
  joyousness.

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Excitement

• MTV is considered to be
• Alive
• Cool
• Sensational

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Security
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Social Approval
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Self-Respect

• The brand makes the consumer feel better about
  themselves.

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Brand Resonance

• The extent to which customers feel in sync with
  the brand
• Behavioural Loyalty
• Attachment
• Community
• Active Engagement

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Ideas

• The only business to be in is the ideas
  business, which simply is not just
  communication, but also engagement, seizing the
  audiences imagination.

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Brand Communities