CBBE Pyramid of Mdonalds vs. Jollibee
CBBE Model: How To Build A Strong Brand
Posted by Brand and Butter on January 26, 2010
Strong brands are important.
The challenge is to build a brand that is strong, unique and favourable – a brand that evokes positive, emotional feelings. A brand where customers react and experience positively to the brand’s product/services/ideas/people.
We need to create a brand that evokes the desired positive knowledge structures: thoughts, feelings, images, perceptions, attitudes.
But how do we build one?
Building a brand isn’t as easy as it sounds, but there is a marketing model providing guidance for brand building, called the customer-based brand equity model (CBBE model).
The basic premise of the CBBE model is that the power of a brand resides in the minds of its customers. The CBBE model acts as a branding ladder, or building blocks to guide a firm’s marketing programs.
Below is a diagram of the Customer-Based Brand Equity Model (CBBE model):
CBBE: Customer-Based Brand Equity Model
CBBE PYRAMID
Start from the base of the pyramid and work your way up, building the blocks of a strong brand.
Step 1: Salience - talks about Brand Awareness (depth and breadth)
Identity – Ensure customers can identify the brand and can associate the brand with a specific product class or need.
Depth of brand awareness: how likely the brand will spring to mind (recognition and recall) much the customer knows your brand when they see/hear about it
Breadth of brand awareness: when the customer thinks about your brand, and the range of purchase/usage situations in which the brand comes to mind.
Step 2a. Performance (2, 3, 3, 2, 1)
Meaning – Establish meaning to the brand so that when customers think of the brand, they strategically link both tangible and intangible brand associations with the brand.
Performance dimensions:
1a primary characteristics
1b secondary features
2a product reliability
2b durability
2c serviceability
3a service effectiveness
3b service
Posted by Brand and Butter on January 26, 2010
Strong brands are important.
The challenge is to build a brand that is strong, unique and favourable – a brand that evokes positive, emotional feelings. A brand where customers react and experience positively to the brand’s product/services/ideas/people.
We need to create a brand that evokes the desired positive knowledge structures: thoughts, feelings, images, perceptions, attitudes.
But how do we build one?
Building a brand isn’t as easy as it sounds, but there is a marketing model providing guidance for brand building, called the customer-based brand equity model (CBBE model).
The basic premise of the CBBE model is that the power of a brand resides in the minds of its customers. The CBBE model acts as a branding ladder, or building blocks to guide a firm’s marketing programs.
Below is a diagram of the Customer-Based Brand Equity Model (CBBE model):
CBBE: Customer-Based Brand Equity Model
CBBE PYRAMID
Start from the base of the pyramid and work your way up, building the blocks of a strong brand.
Step 1: Salience - talks about Brand Awareness (depth and breadth)
Identity – Ensure customers can identify the brand and can associate the brand with a specific product class or need.
Depth of brand awareness: how likely the brand will spring to mind (recognition and recall) much the customer knows your brand when they see/hear about it
Breadth of brand awareness: when the customer thinks about your brand, and the range of purchase/usage situations in which the brand comes to mind.
Step 2a. Performance (2, 3, 3, 2, 1)
Meaning – Establish meaning to the brand so that when customers think of the brand, they strategically link both tangible and intangible brand associations with the brand.
Performance dimensions:
1a primary characteristics
1b secondary features
2a product reliability
2b durability
2c serviceability
3a service effectiveness
3b service