Podcast
Questions and Answers
What is the ultimate aim of Keller's Customer Based Brand Equity (CBBE) model?
What is the ultimate aim of Keller's Customer Based Brand Equity (CBBE) model?
- To create intense relationships with customers and build loyal customers (correct)
- To increase brand awareness and brand performance
- To improve brand judgements and brand feelings
- To improve product durability and service effectiveness
Which building block of the CBBE pyramid represents a more emotional route to brand building?
Which building block of the CBBE pyramid represents a more emotional route to brand building?
- Brand Judgements
- Brand Performance
- Brand Resonance (correct)
- Brand Salience
Which of the following is not an important benefit of brand performance according to the CBBE model?
Which of the following is not an important benefit of brand performance according to the CBBE model?
- Brand awareness (correct)
- Price
- Service effectiveness
- Product durability
How does the CBBE model explain the role of price in brand building?
How does the CBBE model explain the role of price in brand building?
Which of the following examples best illustrates the concept of brand salience according to the CBBE model?
Which of the following examples best illustrates the concept of brand salience according to the CBBE model?
Which of the following is NOT a component of user profiles in brand imagery?
Which of the following is NOT a component of user profiles in brand imagery?
What did the acquisition of Gillette by P&G do to the brand's feminine associations?
What did the acquisition of Gillette by P&G do to the brand's feminine associations?
Which of the following is NOT a component of brand imagery according to the passage?
Which of the following is NOT a component of brand imagery according to the passage?
What does the passage state about Pepsi's target audience?
What does the passage state about Pepsi's target audience?
Which of the following is an example of brand personality given in the passage?
Which of the following is an example of brand personality given in the passage?
Flashcards
Brand Imagery
Brand Imagery
The overall impression a product or service creates in the minds of consumers, encompassing its characteristics, associations, and values.
User Profiles
User Profiles
It involves the demographic factors that define the typical user of a brand, such as age, gender, and income.
User Imagery
User Imagery
It refers to the perceptions people have about the users of a brand.
Brand Personality
Brand Personality
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Brand History
Brand History
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Keller's CBBE Model
Keller's CBBE Model
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Brand Salience
Brand Salience
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Brand Performance
Brand Performance
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Brand Judgements
Brand Judgements
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Brand Feelings
Brand Feelings
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Study Notes
Branding and Marketing
- Mankind Pharmaceuticals has a strong presence in rural areas due to its affordable prices.
Brand Imagery
- Brand Imagery refers to the extrinsic properties of a product or service.
- It consists of four components:
- User Profiles
- User Imagery
- Brand Personality
- Brand History
User Profiles
- It involves demographic factors such as:
- Gender
- Age
- Income
- Examples:
- P&G had feminine associations until it acquired Gillette with more masculine associations.
- Pepsi targets people who are young at heart.
- BMW targets the rich people.
User Imagery
- It refers to what people think about users of a brand.
- Example: Marlboro's user imagery is macho.
Brand Personality
- It involves human attributes in a brand.
- Example: Red Bull's personality is humorous and maverick.
Brand History
- It involves associations with a brand's country of origin.
- Example: BMW has a strong German history.
Keller's Customer-Based Brand Equity (CBBE) Model
- Also known as the Brand Resonance Pyramid.
- The ultimate goal is to create intense relationships with customers and build loyal customers.
- The pyramid consists of two routes: rational (left side) and emotional (right side).
- Most strong brands are built by going up both sides of the pyramid.
Building Blocks of the Pyramid
- The six building blocks are:
- Brand Salience
- Brand Performance
- Brand Imagery
- Brand Judgements
- Brand Feelings
- Brand Resonance
Brand Salience
- It involves brand awareness.
- It explains customers' ability to recall brand elements.
- Examples:
- Cadbury Celebrations is associated with Raksha Bandhan.
- Corona beer is associated with beaches.
Brand Performance
- It describes how well a product or service meets customers' functional needs.
- Important benefits include:
- Product durability
- Service effectiveness
- Price
- Examples:
- People prefer Bata shoes for their durability.
- Maruti-Suzuki cars are famous for their service.
- Price can create certain associations about brands.
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