Customer Based Brand Equity Model (CBBE)
The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers' mind and linked ...view middle of the document...
So it is very important that consumers consider our brand in their desired product category while making purchased decision.
It is describes how well the product or service meets customers' more functional needs. Brand performance directly related with the features of the product that differentiate it from others. Often, the strongest brand positioning relies on performance advantages of the brand. Five important types of attributes and benefits often underlie brand performance, as follows.
Primary ingredients and supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Customers view performance or measure performance in three ways: Reliability; mesures consistency of performance over time and from perchase to purchase, Durability; means the expected economic life of the product, and Serviceability; the ease of reparing the product if needed.
It is the secong part of brand meaning and also called the emotions part of brand meaning (Brand performance is the logic part). It mainly depends on the intrinsic properties of the product or service, including the way how well the brand attempts to meet the customers' psychological or social needs. Imagery refers to more intangible aspects of the brand, and customers can form imagery associations directly from their own experiences or through advertising or some other sopurce of information indirectly. Intangible aspects of the brand are as:
Purchase and usage situation
Personality and values
History, heritage and experiences
Dempgraphics factors (gender, age, race, income, family) affect the first two types of aspects while pyschographics affect on the personality and values.
It is the third stage of the CBBE model which as also two parts or routes; brand judjement and brand feelings. Brand judjements are customers' personal opinions about and evaluations of the brand, which customers form by putting together all the different brand performance and imagery associations. Customers usually make four types of judgements as:
Brand Quality; brand attitudes generally depend on specific attributes and benefits of the brand.
Brand Credibility; judgements about the company or organization behind the brand. Customers may seen that wether the brand is competitive, innovative and market leader. The company always consider customers' priorities in mind and create interest and fun so that customers enjoying while consuming the brand.
Brand Consideration; customers think or consider the brand while making purchase decisions.
Brand Superiority; customers view the brand as unique and better that other.
These are customers' emotional responses and reactions to the brand. The emotions...