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Questions and Answers
What is the ultimate aim of Keller's Customer Based Brand Equity (CBBE) model?
Which building block of the CBBE pyramid represents a more emotional route to brand building?
Which of the following is not an important benefit of brand performance according to the CBBE model?
How does the CBBE model explain the role of price in brand building?
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Which of the following examples best illustrates the concept of brand salience according to the CBBE model?
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Which of the following is NOT a component of user profiles in brand imagery?
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What did the acquisition of Gillette by P&G do to the brand's feminine associations?
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Which of the following is NOT a component of brand imagery according to the passage?
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What does the passage state about Pepsi's target audience?
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Which of the following is an example of brand personality given in the passage?
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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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Description
Test your knowledge on Keller’s Customer-Based Brand Equity (CBBE) Model, also known as the Brand Resonance Pyramid. Learn about the building blocks on both sides of the pyramid representing rational and emotional routes to brand building.
