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Building a strong Brand: Brand Resonance Model: CBBE - Part 1 - Coggle…
Building a strong Brand: Brand Resonance Model: CBBE - Part 1
Brand Resonance Model: 4 steps of brand building
Identity
Meaning
Response
Relationship
CBBE
Salience
Brand salience measures awareness of the brand
Depth and breadth of brand awareness
Brand Recognition
Brand Recall
Performance dimensions
Primary characteristics and supplementary features.
Product reliability, durability, and serviceability.
Service effectiveness, efficiency, and empathy.
Style and design.
Price.
Imagery dimensions
User profile.
Purchase and usage situations.
Personality and values.
History, heritage, and experiences.
Judgments dimensions
Brand Quality
Brand Credibility
Brand Consideration
Brand Superiority
Feelings dimensions
Warmth “Titan”
Fun “Disney”
Excitement “MTV”
Security “LIC”
Social Approval “Mercedes”
Self-respect “Tide”
Resonance dimensions
Behavioral loyalty
Attitudinal attachment
Sense of community
Active engagement