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Building a strong Brand: Brand Resonance Model: CBBE - Part 2
Questions: What makes a brand strong? How to build a strong brand?
Customer-based brand equity (CBBE) model
Approach from the consumer perspective
Brand power from customer experiences over time
Customer-Based Brand Equity
Brand equity from differences in consumer response
Consumer knowledge about the brand
Differential response reflected in perceptions, preferences, and behavior
Sources of Brand Equity: Brand Knowledge
Brand Awareness
Brand Recognition
Brand Recall
Advantages
Learning advantages
Consideration advantages
Choice advantages
Establishing brand awareness
Increasing familiarity through repeated exposure
Forging strong associations with relevant cues
Brand image
Strong, favorable, and unique brand associations
Creating a positive brand image
Brand associations
Source doesn’t matter
favourable, strong, and unique
Brand attributes or benefits
Brand Resonance Model: 4 steps of brand building
Identity
Meaning
Response
Relationship