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CHAPTER 2 CUSTOMER-BASED BRAND EQUITY
Customer-Based Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Associative Network Memory Model ,[object Object]
Can You Identify the Brands? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer-Based Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building  Customer-Based Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object]
CUSTOMER-BASED BRAND EQUITY PYRAMID RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4.  RELATIONSHIPS  =  What about you & me? 3.  RESPONSE  =  What about you? 2.  MEANING  =  What are you? 1.  IDENTITY  =  Who are you?
Salience Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Performance Dimensions   ,[object Object],[object Object],[object Object],[object Object],[object Object]
Imagery Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Judgment Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Feelings Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resonance Dimensions  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF-PARITY & POINTS-OF-DIFFERENCE DEEP, BROAD BRAND AWARENESS
Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT CATEGORY IDENTIFICATION NEEDS SATISFIED PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY  STYLE AND DESIGN  PRICE USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY,  HERITAGE, & EXPERIENCES
Brand-Building Implications: The Five Branding Tenets ,[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits of  Customer-Based Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creating Customer Value   ,[object Object],[object Object]
Customer Relationship Management (CRM) ,[object Object]
Customer   Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relationship of Customer Equity to Brand Equity   ,[object Object],[object Object]

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Customer Based Brand Equity

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  • 7. CUSTOMER-BASED BRAND EQUITY PYRAMID RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4. RELATIONSHIPS = What about you & me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you?
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  • 14. Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF-PARITY & POINTS-OF-DIFFERENCE DEEP, BROAD BRAND AWARENESS
  • 15. Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT CATEGORY IDENTIFICATION NEEDS SATISFIED PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE, & EXPERIENCES
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Editor's Notes

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