Customer Based Brand Equity

1. Customer Based Brand Equity Chapter 2

2. Customer Based Brand Equity • The differential knowledge that brand knowledge has on the marketing of that brand. • Differential • Knowledge • Response to marketing

3. Making a Strong Brand • Brand awareness • Brand Image

4. 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.

5. Brand Equity • Brand Awareness • Brand Recognition • Brand Recall • Advantages • Learning advantages • Consideration advantages • Choice advantages

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

7. Building a Strong Brand

8. Brand Building Blocks • Brand Salience • Breadth & Depth of awareness • Product Category Structure • Historically, brand salience has been consideredsynonymous with the brand being ‘topof mind’ (mentioned first) when the product category isused to cue retrieval from memory. Brandsalience reflects the quantity and qualityof the network of memory structures buyers’ hold aboutthe brands.

9. 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 it’s market penetration and therefore its market share. Salience refers not to what customers think about brands but to which ones they think about.

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

11. Brand Imagery • User Profile • Purchase and Usage Situation • Personality & Value • History, Heritage and Experience

12. User Profile “The set of human characteristics associated with a brand”

13. 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

14. Brand Personality Framework Brand Personality Sincerity Excitement Competence Sophistication Ruggedness • Down to earth • Honest • Wholesome • Cheerful • Daring • Spirited • Imaginative • Up-to-date • Reliable • Intelligent • Successful • Upper Class • Charming • Outdoorsy • Tough Aaker, 1997

15. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

16. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

17. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

18. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

19. Brand Jugdments • Brand Quality • Brand Credibility • Brand Consideration • Brand Superiority

21. Brand Feelings • Transformational Advertising • Warmth • Fun • Excitement • Security • Social Approval • Self Respect

22. 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

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

24. Excitement • MTV is considered to be • Alive • Cool • Sensational

25. Security

26. Social Approval

27. Self-Respect • The brand makes the consumer feel better about themselves.

28. Brand Resonance • The extent to which customers feel ‘in sync’ with the brand • Behavioural Loyalty • Attachment • Community • Active Engagement

29. Ideas • The only business to be in is the ‘ideas business’, which simply is not just communication, but also engagement, seizing the audience’s imagination.

30. Brand Communities