1. BRAND BASED CUSTOMER MODEL
1) HOW DO CONSUMERS CHOOSE A BRAND?
 What kind of purchase process & purchase criteria do consumers
use?
 How do they rate your brand as opposed to competing brands
by those criteria?
 Who at the customer decides to make brand based purchases?&
who else influences the decisions?
2) HOW DOES YOUR BRAND STACK UP AGAINST THE
COMPETITION?
 What brands do customers think compete with our brand?
 What do our customers believe about the competing brands in
our category?
 What are the strengths & weaknesses of competitive brands?
How does our brand compare on specific values & benefits?

2. 3) WHAT OPPORTUNITIES EXIST FOR BRAND GROWTH &
EXPANSION?
 What are customers beliefs about our brand category?
 What opportunities for extendibility or growth exist as a
result?
 What unmet customer needs wants might we address?

3. BRAND DYNAMICS PYRAMID MODEL
Bond
Advantage
Performance
Relevance
Presence

4. BRAND VALUE PYRAMID

5. CONSUMER VALUES & BRAND SELECTION
 Consumer value is defined as a lasting belief that a particular type
of Behavior, (ex) being honest, or courageous, or state of existence
such as happiness, or security is worth striving for.
Culture
peer
groups
values
Desired
consequenc
es
Modified
by
situation
Evaluate extent to which
Brands, attributes match
Situational consequences
Choice of Brands

6. HOW VALUES AFFECT BRAND CHOICE
 The customer choice behavior is influenced by five consumption
values.
FUNCTIONAL
VALUE
CONDITIONAL
VALUE
SOCIAL
VALUE
BRAND
CHOICE
EMOTIONAL
VALUE
EPISTEMIC
VALUE

7. BRAND AS A RELATIONSHIP
 Consumers choose brands in part because they seek to
understand their self & to communicate aspects of their self to
others.
 If brands can be personified, then customers can have
relationships with them.
BRAND RELATIONSHIP
1. Love & passion.
2. Self concept connection.
3. Interdependence.
4. Commitment.
5. Intimacy.
6. Partner quality.
7. Nostalgic attachment.

8. VALUES Vs. RESULTING RELATIONSHIP
VALUES
RESULTING RELATIONSHIPS
Innovative
---------Team working ---------Caring
---------Fun
----------
Trust worthy, confidence
Cooperative, Open
Friendly, Altruistic
Informal, Socially oriented

9. INTERACTIVE PROCESS TO DEVELOP A RELATIONSHIP
WHICH REINFORCES THE BRAND’S VALUES
Identify Brand Values
Define Relationship to
Reinforce these Values
Evaluate Customer’s Views
About the Relationship
Refine the Relationship
Strategy
Enable staff to enact the
Desired Relationship
Monitor Customer’s Reactions
To the Relationship

10. CUSTOMER RELATIONSHIP MODEL
Brand
Customer’s self concept
Brand Image
Possessions
Brand Identity
Driving
Idea
Brand Position
Activities
& Interests
Brand Building
Program
Deep relationship
• Functional benefit.
• Emotional benefit.
• Self Expressive Benefit.
Values
& Beliefs

11. Four Questions Customers ask of Brands
1. Who are you? (brand identity)
2. What are you? (brand meaning)
3. What about you? What do I think or feel
about you? (brand responses)
4. What about you and me? What kind of
association and how much of a connection
would I like to have with you? (brand
relationships)
2.11

12. Customer-Based Brand Equity
Pyramid
4. RELATIONSHIPS ==
4. RELATIONSHIPS
What about you and me?
What about you and me?
RESONANCE
JUDGMENTS
PERFORMANCE
3. RESPONSE ==
3. RESPONSE
What about you?
What about you?
FEELINGS
IMAGERY
2. MEANING ==
2. MEANING
What are you?
What are you?
1. IDENTITY ==
1. IDENTITY
SALIENCE
2.12
Who are you?
Who are you?

13. Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
QUALITY
CREDIBILITY
CONSIDERATION
SUPERIORITY
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY,
DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS,
EFFICIENCY & EMPATHY
STYLE AND DESIGN
PRICE
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
USER PROFILES
PURCHASE & USAGE
SITUATIONS
PERSONALITY &
VALUES
HISTORY, HERITAGE
& EXPERIENCES
CATEGORY IDENTIFICATION
NEEDS SATISFIED

14. Making a Brand Strong:
Brand Knowledge
• Brand knowledge is the key to creating brand
equity.
• Brand knowledge consists of a brand node in
memory with a variety of associations linked
to it.
• Brand knowledge has two components: brand
awareness and brand image.
2.14