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BRAND EQUITY AND BRAND
IDENTITY
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Customer based brandequity (CBBE)
The basic premiseCBBE isthatthe powerofthe
brand liesin whatthecustomers have learned,felt,
seen and heard aboutthe brand as a resultoftheir
experiencesovertime.
CBBE isformallydefined asthedifferential effect
that brand knowledge hason consumerresponsetothemarketingofthat brand.
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Making a strong brand : Brand
knowledge
Brand knowledgeconsistsoftwocomponents:
Brand awareness : Consumers ability toidentifythe
brandunderdifferentconditions
Brand Image: Perceptions about a brand asreflected
bythe brand associations heldin consumermemory
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Brand knowledge
Associative Network MemoryModel
Fresh
Waterfall
Lime
Clean
Bathing
Green and
YellowLIRIL
Brand
Awareness
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Brand knowledge
Associative Network MemoryModel
Real milk
Dairy product
Gujarat /
Anand
Dr. Kurien
Indianness (co-operative)
Valuefor
Money
Amul
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Sourcesof brandequity
CBBE occurswhen theconsumer has a high level of
awareness andfamiliaritywith the brand and holds
somestrong,favorable andunique brand
associationsin memory
Brand awareness
Brandimage
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Brand Awareness
Brandrecognition
Brandrecall
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Brand Image
Strength of brand associations: Brand attributes and
brand benefits
Desirabilityof brand associations : Relevant,
believable
Uniquenessof brand associations : POP and POD
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Thefourstepsof brand building
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Salience
ImageryPerformance
FeelingsJudgments
ResonanceRelationship
Response
Meaning
Identity
What about you and me?
What kind of an association
and how much of a connection
would I like to have with you?
What about you? What
do I think or feel about
You?
What are you?
Who are you?
Kevin Lane Kellers Brand Equity Pyramid
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BrandSalience
Depth of brand awareness : The likelihoodthat a
brandelementwill cometomind andtheeasewith
which itdoesso.
Breadth of brand awareness : rangeof purchase
andusagesituationsin which the brandelement
comestomind
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Brand Performance
Primaryingredients andsupplementaryfeatures
Productreliability,durability andserviceability
Serviceeffectiveness andefficiency
Style anddesign
Price
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Brand Imagery
Person whousesthe brand ( gender, age,race,
income)
Brand personality
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BrandJudgements
Brandquality
Brandcredibility
Consideration Brandsuperiority
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Brand Feelings
Warmth
Fun
Excitement Security
Social approval
Selfrespect
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Brand Resonance
Behavioral loyalty
Attitudinal attachment
Senseofcommunity and activeengagement
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Salience
ImageryPerformance
FeelingsJudgments
ResonanceRelationship
Response
Meaning
Identity
Intense active loyalty
Positive accessible
reactions
Points of Parity
Points of difference
Deep broad
awareness
Kevin Lane Kellers Brand Equity Pyramid
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KAPFERRERS FRAMEWORK
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Physique Combination ofindependenttangiblecharacteristics Product attributes,
functional benefits
Personality Brand personality. Human traits associatedwith brand
Culture
Core values,sourcesofinspiration, vision,mission of brand
Relationship
Brandcustomerrelationship
Reflection Person the productwouldmostsuit.Mostlythe person shown in the ad. Need
not bethetarget audience
Self Image
Howdo I seemyself because I buythe brand
Kapferrers Framework
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Personality
Warm,friendly, helpful,
reliable
Physique
Quality,range,convenience,
ambience
Relationship
Helpful,respectful
Culture
Shopper
empowerment
Reflection
Trendy,fashionable,quality
conscious, person whogives
experienceimportance
Self-Image
Person whosreadyto pay.
Valueformoney
PICTURE OF SENDER
PICTURE OF RECEIVER
SHOPPERS
STOP
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Physique
Real Milk, Real Ice-
cream
Value for Money
Product
Self-Image
One who buys Value
for Money products
Proud to be an
Indian
Picture of Sender
Amul
Ice-cream
Picture of Receiver
Personality Cooperative & Caring
Indianness
Relationship
A Caring person with
strong Indian roots
Culture
Co-operative culture
Reflection
Middle aged traditional Indian
women
Belonging to SEC B & C
Buys Value for Money products
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