CBBE APPLE Presentation

By;

Bachu Vinay Chaithanya

Customer Based Brand Equity (CBBE) of APPLE

2.2

Customer-Based Brand Equity Pyramid (APPLE)

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you and me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

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

SALIENCE (CATEGORY IDENTIFICATION

NEEDS SATISFIED)

Industry : Consumer ElectronicsProducts: iPhone, iPad, iPod, iMac

Founder : Steve Jobs, Steve Wozniak, Ronald Wayne

Apple isn’t selling you an Product. They are selling you an experience with the products.

For Example, They are inviting you to experience the Apple lifestyle and to become part of the iPod community. Use any other MP3 player and you’ll hear good music. Use an iPod and you’ll feel good. You’ll fit in.

Product features don’t create fans. The focus on what people do and show how they feel using Apple’s stuff.

APPLE – THINK DIFFERENT

Performance

Imagery

• Greater Support for Multi Tasking

• User Friendly

• Speed Performance

• Unique Operating System

• Serviceability

• Long Lasting

• Social Status

• High End Products

• Brand Loyalty

• High Quality

• Cutting Edge Technology

• Exclusivity

• Negative image due to Foxconn Scandal

• Steve Jobs as face of the brand

Judgements Feelings

• High Quality (Precision & Engineering)

• Quality at the premium price

• High Service costs

• Product Centric rather than customer

centric

• Intense Active Loyalty

• Possessing a premium product

• Customer Satisfaction

• Feeling Proud, Comfortable, Satisfied

• Accessories are highly priced

Apple is a great brand and customers adore it but then the price always comes into picture. The price is there to differentiate it from others but that also prevents it from being more accessible.

LOYALTY

ATTACHMENT

COMMUNITY

ENGAGEMENT

Apple has brand loyalty that most companies can only dream of.

Apple isn’t the first company to release a product, but it can certainly lay claim to being the first company to release a successful version of that product.

Whenever Apple has problems with its products, its customers are incredibly forgiving and patient.

Customer Engagement Model:

• Creating a channel for customer experience• Designing An Environment For Customers To “Hang Out”• Minimizing Customer Service Problems With Tight Quality

Control• View Customer Management as a Long Term Investment

RESONANCE

The Apple Brand Strategy• Centralised marketing team

• A store just for apple

• Media fodder

• Education sales

• Varied products

• New innovations and attractiveness