Chap 2 Consumer-Based Brand Equity (CBBE) (f) CBBE pyramid: 4 blocks (2)…
Chap 2 Consumer-Based Brand Equity (CBBE)
a) Brand Equity(品牌资产）=?
Value of a brand
Consumer perspective and attitudes about positive brand attributes and favourable consequences (结果） of brand use.
b) 3 Perspective(观点）of *Brand Equity :
2) Brand Extension
Consumer's attitude, experience on a product.
Power of price for the brand itself.
c) 2 Roles of Brand Equity as a Bridge
1)As a reflection of the past
Cost of money spend on manufacturing and marketing products are important.
*Cuz if not planned properly, these will not be a good investment in the long run.
2)As direction for the future
Brand knowledge that marketers created= Future Directions of the brand. (Long Term Effort= For a better future)
Consumer will then decided and take actions based on their impression with the brand.
d) 2 Components on "How to make a Brand Strong: Brand Knowledge"
1) Brand Awareness
How does a brand get recognized by it's potential customers, and correctly associated with a particular product.
2) Brand Image
Current view/ impression of the consumer about a brand.
d)1) 2 sources of Brand Awareness
1) Brand Recognition
Consumer's ability to "recognize" the brand when given a *cue.
If consumer's decision are make at the point of purchase.
*Cue= Brand name, logo, packaging
2) Brand Recall
Consumer's ability to retrieve the brand from memory.
*Cue= When given the product category/ needs of fulfilled by category/ Purchase or usage situation.
If consumer decision are made in settings away from the point of purchase.
e) 3 Advantages of Brand Awareness
2) Consideration Advantages
Consumers must consider the brand whenever they are making a purchase for which it could be acceptable or fulfilling a need it could satisfy.
3) Choice advantages
Can effect choices among brands in the consideration set.
1) Learning Advantages
Brand Awareness influences the formation and strength of the association（协会） that make up the brand image.
f) CBBE pyramid: 4 blocks
2) Performance/ Imagery (What are you? What does your product bring/ show to others?)
To identify/ communicate what your brands means and what it stands for.
Performance = How well your product meet customers' needs.
Etc = Primary Characteristics and Secondary features, Efficiency, Design Price.
Imagery = How well your brands meets your customers' needs on a social and psychological level.
Etc = Purchase and Usage, Personality and Values, History and Experiences.
3) Judgments/ Feelings (What do other think about you?From the point of view of Consumers)
What do i think, feel about you?
Judgments = Customers' personal opinions and evaluations of the brand.
Etc = Quality, Credibility, Consideration
Brand Response = Customer's emotional response and reactions to the brand.
Etc = Warmth, Fun, Security, Excitement
1) Salience（特点）Who are you?
Need to make sure that your brand stands out, and customers recognize and aware of it.
Etc = Category Identification, Needs satisfied
4) Resonance（反响/ 回应）Relationships between you and your customers.)
The most Difficult, most desirable level to reach. Only achieved when your customers feel a deep, psychological bond with your brand.
Can understand by these 4 characteristics of your customers:
2) Attitudinal Attachment : Feeling
Your customer love your brand/ product and see it as a special purchase.
3) Sense of Community
Your customer feels a sense of belonging with others associated with the brand.
Etc = Fb groups.
1) Behavioral Loyalty : Action
Includes regular, repeat purchases.
Unhappy customers will switch brand easily.
4) Active Engagement
Strongest example of brand loyalty.
They are actively engaging with your brand even they are not purchasing / consuming it.