we prefer most was developed by Kevin Lane Keller‚ the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. The reason we like it is because his pyramid is a consumer-based brand equity (CBBE) model. Keller defines CBBE the following way: “Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds strong‚ favorable‚ and unique brand associations in memory.” Keller also refers to his pyramid as the
Premium Brand Brand management Branding
Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING W O R K I N PAPER G • REPORT P A NO. P E 01-107 R • 2001 S E R I E S M A R K E T I N G S C I E N C E I N S T I T U T E Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING W O R K I N PAPER G
Premium Brand
iced teas. (Snapple Group‚ 2012). Snapple remains a dominant player in the ‘new age’ beverage category despite challenges of violent competition from other brands‚ other beverage categories and an inconsistency in ownership which caused some drop (Keller‚ 2007‚ p.329). Good understanding of consumer needs and good targeting has enabled their success. Brand equity‚ is positive due to strong consumer brand knowledge based on successful brand awareness‚ including higher recall and recognition of the
Premium Brand Brand management Brand equity
brand to the product” (Srinivasan‚ Park‚ & Chang‚ 2005‚ p. 1433). However‚ there are a limited number of conceptual and empirical researches focusing on services‚ not products. Additionally‚ the research information of customerbased brand equity (CBBE) of service brands in hospitality industry is pretty basic (Hsu‚ Hung‚ & Tang‚ 2012‚ p. 356). Brand equity knowledge in hospitality firms are mostly based on “theoretical or anecdotal evidence” only (Kayaman & Arasli‚ 2007‚ p. 93). Similar to any
Premium Brand Brand management Branding
strong‚ and better than the rest. This also is a way for Nike to obtain credibility and quality. With the Air Jordan line‚ Nike sold over $100 million shoes in the first year (129). Nike’s sources of brand equity hit all the way to the top of the CBBE pyramid for American consumers. Within the first two years alone Nike had 50% of the market share for athletic shoes. Salience is huge with the Nike logo. About 97% of Americans were able to recognize the Nike logo in 2000 (139). Imagery and performance
Premium Nike, Inc. Brand Athletic shoe
it is No.1 of fashion industry in the world. Louis Vuitton was created a luxury brand value and gained the top of world fashionable company in the past 150 years. (Forbes‚2014) Three authors point of first stage – Awareness Keller’s Awareness Keller CBBE model awareness point‚ he means awareness is about consumers understand the product or service what the brand did. It is questioning (who are you?). One of point is category identification‚ consumer can understand what kind of the product or service
Premium Brand Brand management Branding
NIVEA: MANAGING A MULTI-CATEGORY BRAND1 NIVEA‚ one of the oldest and biggest cosmetic brands in the world has successfully transformed itself from a single skin care brand to a trustworthy and contemporary personal care brand for all family types. The brand stretched itself by sub-branding to many new segments‚ always nursing the core mother brand NIVEA and its “Gestalt”. [Company Background] Background As 2005 drew to a close‚ executives at Beiersdorf’s (BDF) Cosmed division [Brand DNA] NIVEA‚
Premium Brand Brand management Brand equity
THESIS REPORT ON “Measuring the impact of corporate credibility on brand equity. An investigation in the context of mobile phone operator in Bangladesh (Grameenphone‚ Banglalink)” JAHANGIRNAGAR UNIVERSITY SAVAR‚ DHAKA-1342 Thesis Report On “Measuring the impact of corporate credibility on brand equity. An investigation in the context of mobile phone operator in Bangladesh (Grameenphone‚ Banglalink)”. Supervised By Farhana Sehreen Lecturer‚
Premium Brand Brand equity
Background of Cadbury John Cadbury established Cadbury in 1824 in Birmingham. From the start of Cadbury was involved in trading of coffee and tea. In 1866‚ the introduction of a new processing technique was the turning point for the Cadbury business‚ resulting launch of ‘Cadbury Cocoa Essence’‚ is the first pure cocoa in the UK. From making that Cocoa Essence‚ they had quite a lot of cocoa butter left over‚ and that’s why Cadbury start to used it to make bars of chocolate. In 19’s century‚ Cadbury
Premium Chocolate Brand Brand management
Moods of Norway case indicated many interesting issues relating to brand management study. In this paper‚ first‚ we outline two key challenges that Moods are facing‚ then analyze the brand based on CBBE pyramid‚ and finally suggest two marketing programs that the company should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U.S. This is always a profitable but risky opportunity for every firm‚ including Moods of Norway. The company with
Premium Brand Brand management