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Presentation On Customer Based Brand Equity

The CBBE model aims to understand how brands are built in consumers' minds. It has six components - brand salience, performance, imagery, judgment, feelings, and resonance - that make up four steps starting with awareness and ending with loyalty. Research on cellular brands in India found that Nokia had the strongest brand image and customer loyalty, followed by Sony Ericsson, despite Samsung spending more on branding. Most consumers were satisfied with their preferred brands and willing to recommend them to others.

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Ali Ahmad
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© Attribution Non-Commercial (BY-NC)
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72 views

Presentation On Customer Based Brand Equity

The CBBE model aims to understand how brands are built in consumers' minds. It has six components - brand salience, performance, imagery, judgment, feelings, and resonance - that make up four steps starting with awareness and ending with loyalty. Research on cellular brands in India found that Nokia had the strongest brand image and customer loyalty, followed by Sony Ericsson, despite Samsung spending more on branding. Most consumers were satisfied with their preferred brands and willing to recommend them to others.

Uploaded by

Ali Ahmad
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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| 

 
 
   
Customer based brand equity

Two questions often asked about


brands :
Q1:What makes a brand strong ?
Q2:how do you build a strong brand?
| To answer these questions (CBBE) modle
was introduced
± This model incorporates recent theoretical
advances and managerial practices in
understanding and influencing consumer
behavior
Also this model provides a unique point of view as to what
brand equity is and how it should be built, measured and
managed.
| nderstanding the needs & wants of
consumer and devising products and
programs to satisfy them at the heart of
successful marketing.
| There are two questions mainly faced by
the marketers are:
± Q1: what brand means to the consumer?
± Q2:how does the brand knowledge of the
consumer affect
| n this presentation  have tried to answer
these two questions by conducting a
research on cellular industry but here first
let us discuss that what is CBBE model,
what are its components & steps.
CBBE model
| As you can see that in the model there are
four steps containing 6 basic components
starting from;
± Brand Salience
± Brand Performance
± Brand magery
± Brand Judgment
± Brand feelings &
± Brand resonance
Brand Salience
| Brand salience basically means that;
± How brand is evoked in the minds of the
consumer?
± How often?
± n which conditions?
± And how frequently?
± How well a consumer knows the brand?
± s he/she aware of the services provided by
brand fully?
Brand Performance
| Brand Performance means that;
± How well the brand is performing
comparatively?
± Does the brand satisfies the basic needs?
± How reliable/durable is the brand?
± How much you feel that brand is better?
Brand magery
| Brand imagery answer the questions that;
± How much the brand is admired in the
society?
± How you feel about the user of the brand?
± How easily can you get the brand?
Brand Judgment
| This involves;
± To what extent does the brand satisfies you?
± What is its product quality?
± How innovative are the makers of this brand?
± Does they understand your needs?
Brand Feelings

| Brand feeling means;


± how much you are attached to the brand?
± What type of feeling is evoked when you
purchase that brand?
Brand Resonance
| Resonance is the last step which specifies
that
± s consumer loyal & attached to the brand or
not (means he is fully satisfied or not)
Research Results
| According to our Research the four of the
top brands of cellular industry
± Nokia
± Samsung
± Lg &
± Sony erricson
| nly Nokia has the branding image clearly
visible as it has most no of customers and
there satisfaction level has reached to its
max level (means achieved loyalty)
| n the second no sony erricson comes in
despite the fact that samsung is spending
more to establish branding!!!
| Q1.Rank cellular brands according to your
preferences (1~4)?
| NA
| SAMS NG
| LG
| SNY ERRCSN
| NA 73%
| SNY ERCSN 13%
| SAMS NG 10%
| LG 4%
| Q2. Name any three products (model)
of the above selected brand?
| a.
| b.
30% F NA C STMERS ARE
NT AWARE F THE NA
PRD CTS F LLY.
| c.
| Q3. Did you ever face the basic
functional problems in the most preferred
brand?
| E.g (call, text messaging etc.)
| a. yes
| b. no
30% F PEPLE FACED PRBLEMS
N NA.
| Q4. Selected brand product has
consistent in the performance?
(Means same performance in every
environment)
| a. yes
| b. no
± 25% F PEPLE SAY THAT T DESN¶T
PERFM CNSSTANTLY
|
| Q5. Does your choice is being
admired with in your social circle?
| a. yes
| b. no
NA & SAMS NG BTH ARE 10%
NT ACCEPTABLEN THE SCETY
| Q6. s this brand easily available?
| a. yes
| b. no

± MST F ALL BRANDS ARE AVALABLE


EASLY
| Q7. What do you like the most about
your brand?
| features
| durability
| accessories
| pricing
| useful life
| After sales services
| Q8. Does your brand provide you with
the facilities that you demand the most?
| a. yes
| b. no

| ALL SERS SATSFY THE SERS DEMAND


| Q9. Would you like to recommend this
brand to others as well?
| a. yes
| b. no

| MST F THE C STMERS LE T ADVSE


THE SE F SAME BRAND T THERS AS
WELL
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