The Customer Based Brand Equity Pyramid by Bhojani Bhautik

1. © Prof. Sameer Mathur
The Customer-Based
Brand Equity Pyramid
-BHOJANI
BHAUTIK (07)
-ANIKET PATEL
(36)

2. © Sameer Mathur
Customer Based Brand Equity:
The differential effect that brand
knowledge has on consumer response
to the marketing of that brand.

3. SALIENCE
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Brand Building Blocks
CBBE
Pyramid
Salience
ImageryPerformance
FeelingsJudgments
Resonance
© Sameer Mathur

4. 4
Salience
A) Category Identification
B) Needs Satisfied
1.IDENTITY
• Depth of brand awareness
• Ease of recognition and recall
• Strength and clarity of category
membership
• Breadth of brand awareness
• Purchase consideration
• Consumption consideration

5. 5
Salience-Kit Kat brand
• The breadth of brand awareness is strong as
consumers consider Kit Kat as an option when
making choices in varied product categories such as
chocolates, snacks and biscuits.
• The depth of brand awareness is moderately strong
as the brand is not at the top of mind when
consumers consider purchasing chocolates or snacks;
• Kit Kats target product categories. However, Kit Kat is
comparatively strong in its strength and clarity with
regards to category membership, placing among the
top 5 brands that customers would recall in these
categories.

6. 6
Performance
A) Primary Characteristics
B) Reliability, Durability &
Serviceability
C) Style and Design
D) Price
• Primary characteristics and supplementary
features
• Product reliability, durability, and serviceability
• Style and Design
• Price
2 MEANING

7. 7
Brand Performance -Kit Kat brand
• Performing consistently well across various benchmark
categories, Kit Kat has a good brand performance rating.

8. 8
Imagery
2. MEANING
A) User Profiles
B) Purchase & Usage Situations
C) Personality & Values
D) History, Heritage & Experiences
• User profiles
Demographic and psychographic characteristics
Actual or aspirational
Group perceptions—popularity
• Purchase and usage situations
Type of channel, specific stores,
ease of purchase
Time (day, week, month), location,
and context of usage

9. 9
• Personality and values
Sincerity, excitement,
competence, sophistication,
and ruggedness• History, heritage, and
experiences
Nostalgia
Memories
Brand Imagery-Kit Kat brand
• The Kit Kat brand evokes two main types Its is one of
those unique brands that delivers a message of being
young at heart, and yet has an universal appeal.
• By keeping its price constant over the past 100 years, it
has managed to be perceived as an affordable, “for
everyone” brand.

10. 10
Judgments
3. RESPONSE
= a) Quality
b) Credibility
c) Consideration
d) Superiority
• Brand
Quality
- Value
- Satisfaction
• Brand Credibility
- Expertise
- Trustworthiness
- Likeability
• Brand Consideration
- Relevance
• Brand Superiority
- Differentiation

11. 11
Brand Judgement
• Kit Kat is a wellloved brand with consumers judging it
to deliver good quality at affordable prices.
• Its youthful vibes and strong associations with taking a
break, make it relevant to consumers living fastlives in
a constantly changing world.
• Its rich history and long lasting legacy have helped it
become perceived as a superior brand than its
immediate competitors.

12. 12
Feelings
a) Warmth
b) Fun
c) Excitement
d) Security
e) Social Approval
f) Self-Respect
3. RESPONSE
Brand Feelings
• Having grown up with the brand, and possessing strong
memories associated with it, most consumers have
positive feelings about Kit Kat.
• They think of Kit Kat as a fun, youthful brand that can
lighten up their day.
• It’s a brand that evokes feelings of laidbackness, of
taking a step away from the demands of everyday life.

13. 13
Resonance
4. RELATIONSHIPS
a) Loyalty
b) Community
c) Attachment
d) Engagement
• Behavioral loyalty
Frequency and amount of repeat
purchases
• Sense of community
Kinship
Affiliation
• Attitudinal attachment
Love brand
Proud of brand
• Active engagement
Seek information
Join club
Visit website, chat

14. 14
Brand Resonance
• As a brand, Kit Kat strongly resonates with consumers.
• Consumers grow up eating Kit Kat, associating many of
their cherished childhood memories with the brand.
• As a confectionary product, Kit Kat has a unique taste
and comes in an attractive packaging that make it a
strong candidate for repeat purchases.
• Consumers have often spoken of feelings of Kit Kat
mania: the craving for a Kit Kat immediately after eating
one.