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Ekuitas Merek Berbasis Pelanggan Pertemuan 08

Ekuitas Merek Berbasis Pelanggan Pertemuan 08. Mata kuliah : J0802 - Produk dan Merk Tahun : 2010. Outline. Konsep CBBE (Customer Based Brand Equity) Model CBBE. CBBE (Keller). CBBE defined as :

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Ekuitas Merek Berbasis Pelanggan Pertemuan 08

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  1. Ekuitas Merek Berbasis PelangganPertemuan 08 Mata kuliah : J0802 - Produk dan Merk Tahun : 2010

  2. Outline • Konsep CBBE (Customer Based Brand Equity) • Model CBBE

  3. CBBE (Keller) CBBE defined as : “The differential effect that brand knowledge has on consumer response to the marketing of that brand”

  4. Marketing Advantage of Strong Brand

  5. Making a Brand Strong The key: “Brand Knowledge” Brand knowledge creates a differential effect  is the sources of brand equity

  6. Brand Knowledge Brand knowledge have two components: • Brand Awareness • Brand Image Brand Awareness  Is related to the strength of the brand node or trace in memory, which we can measure as the consumer ability to identify the brand under different condition. Brand Image  Is consumer perception about a brand, as reflected by the brand assosiations held in consumer memory

  7. Sources of Brand Equity CBBE occurs when the consumer has a high level of awareness and familiarity with the brand and hold some strong, favorable and unique brand assosiations in memory

  8. Brand Awareness Brand awareness consist of:  Brand Recognition  Brand Recall Performance Brand Recognition is consumer’s ability to confirm prior exposure to the brand when given brand as a clue Brand Recall Performance is consumer’s ability to retrieve the brand from memeoryehen given the product category

  9. Advantages of Brand Awareness • Learning Advantages • Consideration Adavantages • Choice Advantages

  10. Brand Knowledge: • Brand awareness (Strength of Node in Memory) • High level of awareness and familiarity : i.e : brand recognition (strong exposure), Brand Recall (strong assosiation with the product category or the other cues • Learning Advantages – consideration advantages- choice advantage

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