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The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
The Customer Based Brand Equity Pyramid and its Subdimensions
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The Customer Based Brand Equity Pyramid and its Subdimensions

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The Customer Based Brand Equity Pyramid and its Subdimensions

The Customer Based Brand Equity Pyramid and its Subdimensions

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  • 1. The Customer-Based Brand Equity Pyramid © Prof. Sameer Mathur
  • 2. Overview Salience Performance and Imagery Judgments and Feelings Resonance © Sameer Mathur 2
  • 3. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 3
  • 4. Resonance Judgments Feelings Performance Imagery 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 © Sameer Mathur
  • 5. Customer-Based Brand Equity Resonance a) Quality b) Credibility c) Consideration d) Superiority Judgments Feelings a) Category Identification b) Needs Satisfied a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences CBBE Pyramid Sub-dimensions Performance Imagery Salience a) Warmth; Fun b) Excitement c) Security d) Social Approval e) Self-Respect © Sameer Mathur a) Loyalty b) Community c) Attachment d) Engagement
  • 6. a) Category Identification b) Needs Satisfied Salience © Sameer Mathur 1. IDENTITY = Salience Who are you?
  • 7. a) Category Identification b) Needs Satisfied Salience Salience © Sameer Mathur 1. IDENTITY = Who are you? Depth of brand awareness Ease of recognition and recall Strength and clarity of category membership
  • 8. Breadth of brand awareness Purchase consideration Consumption consideration a) Category Identification b) Needs Satisfied Salience Salience © Sameer Mathur 1. IDENTITY = Who are you? Depth of brand awareness Ease of recognition and recall Strength and clarity of category membership
  • 9. Performance Performance a) Primary Characteristics b) Reliability, Durability & Serviceability c) Style and Design d) Price 2. MEANING = What are you? © Sameer Mathur
  • 10. Performance Primary characteristics and supplementary features Performance a) Primary Characteristics b) Reliability, Durability & Serviceability c) Style and Design d) Price 2. MEANING = What are you? © Sameer Mathur
  • 11. Performance Primary characteristics and supplementary features Performance a) Characteristics b) Reliability, Durability & Serviceability c) Style and Design d) Price 2. MEANING = What are you? © Sameer Mathur Product reliability, durability, and serviceability
  • 12. Performance Primary characteristics and supplementary features Performance a) Characteristics b) Reliability, Durability & Serviceability c) Style and Design d) Price 2. MEANING = What are you? © Sameer Mathur Product reliability, durability, and serviceability Style and Design
  • 13. Performance Primary characteristics and supplementary features Performance a) Characteristics b) Reliability, Durability & Serviceability c) Style and Design d) Price 2. MEANING = What are you? © Sameer Mathur Product reliability, durability, and serviceability Style and Design Price
  • 14. a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery 2. MEANING = What are you? © Sameer Mathur
  • 15. Demographic and psychographic characteristics Actual or aspirational Group perceptions—popularity 2. MEANING = a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery User profiles © Sameer Mathur What are you?
  • 16. Demographic and psychographic characteristics Actual or aspirational Group perceptions—popularity a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery 2. MEANING = What are you? User profiles Purchase and usage situations Type of channel, specific stores, ease of purchase Time (day, week, month), location, and context of usage © Sameer Mathur
  • 17. a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery Personality and values Sincerity, excitement, competence, sophistication, and ruggedness 2. MEANING = What are you? © Sameer Mathur
  • 18. a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences Imagery Imagery Personality and values Sincerity, excitement, competence, sophistication, and ruggedness 2. MEANING = What are you? History, heritage, and experiences Nostalgia Memories © Sameer Mathur
  • 19. Judgments Resonance a) Quality b) Credibility c) Consideration d) Superiority Salience 3. RESPONSE = What about you? © Sameer Mathur Judgments
  • 20. Judgments Resonance a) Quality b) Credibility c) Consideration d) Superiority Salience 3. RESPONSE = What about you? Brand quality - Value - Satisfaction © Sameer Mathur Judgments
  • 21. Judgments Resonance a) Quality b) Credibility c) Consideration d) Superiority Salience 3. RESPONSE = What about you? Brand quality - Value - Satisfaction Brand credibility Expertise Trustworthiness Likeability © Sameer Mathur Judgments
  • 22. Judgments Resonance a) Quality b) Credibility c) Consideration d) Superiority Judgments Salience 3. RESPONSE = What about you? Brand quality - Value - Satisfaction © Sameer Mathur Brand Consideration - Relevance Brand credibility Expertise Trustworthiness Likeability
  • 23. Judgments Resonance a) Quality b) Credibility c) Consideration d) Superiority Judgments Salience 3. RESPONSE = What about you? Brand quality - Value - Satisfaction © Sameer Mathur Brand Consideration - Relevance Brand Superiority - Differentiation Brand credibility Expertise Trustworthiness Likeability
  • 24. Feelings a) Warmth b) Fun c) Excitement d) Security e) Social Approval f) Self-Respect Feelings 3. RESPONSE = What about you? © Sameer Mathur
  • 25. Feelings a) Warmth b) Fun c) Excitement d) Security e) Social Approval f) Self-Respect Feelings 3. RESPONSE = What about you? © Sameer Mathur Warmth Fun Excitement Security Social Approval Self-Respect
  • 26. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? © Sameer Mathur
  • 27. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases © Sameer Mathur
  • 28. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation © Sameer Mathur
  • 29. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation © Sameer Mathur Attitudinal attachment Love brand Proud of brand
  • 30. Resonance a) Loyalty b) Community c) Attachment d) Engagement Resonance 4. RELATIONSHIPS = What about you and me? Behavioral loyalty Frequency and amount of repeat purchases Sense of community Kinship Affiliation © Sameer Mathur Attitudinal attachment Love brand Proud of brand Active engagement Seek information Join club Visit website, chat rooms
  • 31. Customer-Based Brand Equity Resonance a) Quality b) Credibility c) Consideration d) Superiority Judgments Feelings a) Category Identification b) Needs Satisfied a) Primary Characteristics & Secondary Features b) Reliability Durability & Serviceability c) Style and Design d) Price a) User Profiles b) Purchase & Usage Situations c) Personality & Values d) History, Heritage & Experiences CBBE Pyramid Sub-dimensions Performance Imagery Salience a) Warmth; Fun b) Excitement c) Security d) Social Approval e) Self-Respect © Sameer Mathur a) Loyalty b) Community c) Attachment d) Engagement
  • 32. Summary © Sameer Mathur 32
  • 33. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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