SlideShare una empresa de Scribd logo

Customer Based Brand Equity

•
•
YIGIT ACIKAY
YIGIT ACIKAY
EmpresarialesTecnología
1 de 22
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]

Recomendados

Brand audit
Brand auditBrand audit
Brand auditbeltamayo
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
 
Strategic brand management by kevin lane keller
Strategic brand management by kevin lane kellerStrategic brand management by kevin lane keller
Strategic brand management by kevin lane kellerMirza Md. Ileush
 
DESIGNING AND IMPLEMENTING BRANDING STRATEGIES
DESIGNING AND IMPLEMENTING BRANDING STRATEGIESDESIGNING AND IMPLEMENTING BRANDING STRATEGIES
DESIGNING AND IMPLEMENTING BRANDING STRATEGIESAvinash Singh
 
Chap 2, customer based brand equity
Chap 2, customer based brand equityChap 2, customer based brand equity
Chap 2, customer based brand equityRajesh Kumar
 
Brand tracking studies
Brand tracking studiesBrand tracking studies
Brand tracking studiesWhistling Crow
 
Aaker Brand Equity Model
Aaker Brand Equity Model Aaker Brand Equity Model
Aaker Brand Equity Model Pawan Negi
 
Brand Element
Brand ElementBrand Element
Brand ElementReza Taufik Hidayat
 

Recomendados

Brand audit
Brand auditBrand audit
Brand auditbeltamayo
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
 
Strategic brand management by kevin lane keller
Strategic brand management by kevin lane kellerStrategic brand management by kevin lane keller
Strategic brand management by kevin lane kellerMirza Md. Ileush
 
DESIGNING AND IMPLEMENTING BRANDING STRATEGIES
DESIGNING AND IMPLEMENTING BRANDING STRATEGIESDESIGNING AND IMPLEMENTING BRANDING STRATEGIES
DESIGNING AND IMPLEMENTING BRANDING STRATEGIESAvinash Singh
 
Chap 2, customer based brand equity
Chap 2, customer based brand equityChap 2, customer based brand equity
Chap 2, customer based brand equityRajesh Kumar
 
Brand tracking studies
Brand tracking studiesBrand tracking studies
Brand tracking studiesWhistling Crow
 
Aaker Brand Equity Model
Aaker Brand Equity Model Aaker Brand Equity Model
Aaker Brand Equity Model Pawan Negi
 
Brand Element
Brand ElementBrand Element
Brand ElementReza Taufik Hidayat
 
Brand Equity Ppt
Brand Equity PptBrand Equity Ppt
Brand Equity PptRANJITH MATHEW
 
Keller sbm3 02
Keller sbm3 02Keller sbm3 02
Keller sbm3 02Mamun Mozid PGDHRM, CSCM
 
DESINGING MARKETING PROGRAMS
DESINGING MARKETING PROGRAMSDESINGING MARKETING PROGRAMS
DESINGING MARKETING PROGRAMSYIGIT ACIKAY
 
Building strong brands
Building strong brandsBuilding strong brands
Building strong brandsShreya Prabhu
 
Imc to build brand equity
Imc to build brand equityImc to build brand equity
Imc to build brand equityRavi Foods Pvt. Ltd. (DUKES)
 
MANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEAshish Hande
 
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYLEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
 
Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
 
Brand management ppt
Brand management ppt Brand management ppt
Brand management ppt Babasab Patil
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Jawad Chaudhry
 
Brand extension
Brand extensionBrand extension
Brand extensionLaise Abdul Khadir
 
Choosing brand elements
Choosing brand elementsChoosing brand elements
Choosing brand elementsMadushanka Mallawa Arachchi
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentationvijaydh
 
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYCHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
 
Brand management ppt
Brand management pptBrand management ppt
Brand management pptAni Asatiani
 
Brand hierarchy
Brand hierarchyBrand hierarchy
Brand hierarchyMukul Babbar
 
Strategic Brand Management Chapter 1
Strategic Brand Management Chapter 1Strategic Brand Management Chapter 1
Strategic Brand Management Chapter 1ASAD ALI
 
How is brand equity built, measured and managed
How is brand equity built, measured and managedHow is brand equity built, measured and managed
How is brand equity built, measured and managedSameer Mathur
 
BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUES BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUESAvinash Singh
 
Brand Personality
Brand PersonalityBrand Personality
Brand PersonalitySj -
 
Brand resonance2
Brand resonance2Brand resonance2
Brand resonance2Bryan Bjerke
 
Chap 6, integrated marketing communications to build brand equity
Chap 6, integrated marketing communications to build brand equityChap 6, integrated marketing communications to build brand equity
Chap 6, integrated marketing communications to build brand equityRajesh Kumar
 

Más contenido relacionado

La actualidad más candente

DESINGING MARKETING PROGRAMS
DESINGING MARKETING PROGRAMSDESINGING MARKETING PROGRAMS
DESINGING MARKETING PROGRAMSYIGIT ACIKAY
 
Building strong brands
Building strong brandsBuilding strong brands
Building strong brandsShreya Prabhu
 
MANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEAshish Hande
 
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYLEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
 
Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
 
Brand management ppt
Brand management ppt Brand management ppt
Brand management ppt Babasab Patil
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Jawad Chaudhry
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentationvijaydh
 
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYCHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
 
Brand management ppt
Brand management pptBrand management ppt
Brand management pptAni Asatiani
 
Strategic Brand Management Chapter 1
Strategic Brand Management Chapter 1Strategic Brand Management Chapter 1
Strategic Brand Management Chapter 1ASAD ALI
 
How is brand equity built, measured and managed
How is brand equity built, measured and managedHow is brand equity built, measured and managed
How is brand equity built, measured and managedSameer Mathur
 
BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUES BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUESAvinash Singh
 
Brand Personality
Brand PersonalityBrand Personality
Brand PersonalitySj -
 

La actualidad más candente (20)

Brand Equity Ppt
Brand Equity PptBrand Equity Ppt
Brand Equity Ppt
 
Keller sbm3 02
Keller sbm3 02Keller sbm3 02
Keller sbm3 02
 
DESINGING MARKETING PROGRAMS
DESINGING MARKETING PROGRAMSDESINGING MARKETING PROGRAMS
DESINGING MARKETING PROGRAMS
 
Building strong brands
Building strong brandsBuilding strong brands
Building strong brands
 
Imc to build brand equity
Imc to build brand equityImc to build brand equity
Imc to build brand equity
 
MANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIME
 
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYLEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
 
Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)
 
Brand management ppt
Brand management ppt Brand management ppt
Brand management ppt
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)
 
Brand extension
Brand extensionBrand extension
Brand extension
 
Choosing brand elements
Choosing brand elementsChoosing brand elements
Choosing brand elements
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentation
 
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYCHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
 
Brand management ppt
Brand management pptBrand management ppt
Brand management ppt
 
Brand hierarchy
Brand hierarchyBrand hierarchy
Brand hierarchy
 
Strategic Brand Management Chapter 1
Strategic Brand Management Chapter 1Strategic Brand Management Chapter 1
Strategic Brand Management Chapter 1
 
How is brand equity built, measured and managed
How is brand equity built, measured and managedHow is brand equity built, measured and managed
How is brand equity built, measured and managed
 
BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUES BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUES
 
Brand Personality
Brand PersonalityBrand Personality
Brand Personality
 

Destacado

Chap 6, integrated marketing communications to build brand equity
Chap 6, integrated marketing communications to build brand equityChap 6, integrated marketing communications to build brand equity
Chap 6, integrated marketing communications to build brand equityRajesh Kumar
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Jawad Chaudhry
 
Brand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to BrandingBrand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to BrandingRai University Ahmedabad
 
Brand Management Process
Brand Management ProcessBrand Management Process
Brand Management Processwizkidrx
 
Bisleri way forward using jwt planning cycle by uchit gupta
Bisleri way forward using jwt planning cycle by uchit guptaBisleri way forward using jwt planning cycle by uchit gupta
Bisleri way forward using jwt planning cycle by uchit guptaUchit Gupta
 
repositioning at dabur
repositioning at daburrepositioning at dabur
repositioning at dabursaurabh
 
INTEGRATING MARKETING COMMUNICATION
INTEGRATING MARKETING COMMUNICATIONINTEGRATING MARKETING COMMUNICATION
INTEGRATING MARKETING COMMUNICATIONYIGIT ACIKAY
 
Chap 4,choosing brand elements to build brand equity
Chap 4,choosing brand elements to build brand equityChap 4,choosing brand elements to build brand equity
Chap 4,choosing brand elements to build brand equityRajesh Kumar
 
Coke and pepsi presentation,
Coke and pepsi presentation,Coke and pepsi presentation,
Coke and pepsi presentation,Parth Purohit
 
Dabur Vatika(Ravish Roshan,9968009808)
Dabur Vatika(Ravish Roshan,9968009808)Dabur Vatika(Ravish Roshan,9968009808)
Dabur Vatika(Ravish Roshan,9968009808)Ravish Roshan
 

Destacado (20)

Brand resonance2
Brand resonance2Brand resonance2
Brand resonance2
 
Chap 6, integrated marketing communications to build brand equity
Chap 6, integrated marketing communications to build brand equityChap 6, integrated marketing communications to build brand equity
Chap 6, integrated marketing communications to build brand equity
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)
 
Keller sbm3 06
Keller sbm3 06Keller sbm3 06
Keller sbm3 06
 
Brand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to BrandingBrand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to Branding
 
Brand Management Process
Brand Management ProcessBrand Management Process
Brand Management Process
 
Dabur
DaburDabur
Dabur
 
Bisleri way forward using jwt planning cycle by uchit gupta
Bisleri way forward using jwt planning cycle by uchit guptaBisleri way forward using jwt planning cycle by uchit gupta
Bisleri way forward using jwt planning cycle by uchit gupta
 
repositioning at dabur
repositioning at daburrepositioning at dabur
repositioning at dabur
 
Dabur's state of duality
Dabur's state of dualityDabur's state of duality
Dabur's state of duality
 
INTEGRATING MARKETING COMMUNICATION
INTEGRATING MARKETING COMMUNICATIONINTEGRATING MARKETING COMMUNICATION
INTEGRATING MARKETING COMMUNICATION
 
Coca cola brand audit
Coca cola brand auditCoca cola brand audit
Coca cola brand audit
 
Cbbe model
Cbbe modelCbbe model
Cbbe model
 
Chap 4,choosing brand elements to build brand equity
Chap 4,choosing brand elements to build brand equityChap 4,choosing brand elements to build brand equity
Chap 4,choosing brand elements to build brand equity
 
Ideal Brand Plan
Ideal Brand PlanIdeal Brand Plan
Ideal Brand Plan
 
Coke and pepsi presentation,
Coke and pepsi presentation,Coke and pepsi presentation,
Coke and pepsi presentation,
 
Strategic Brand Management
Strategic Brand ManagementStrategic Brand Management
Strategic Brand Management
 
Brand Plan Workshop
Brand Plan WorkshopBrand Plan Workshop
Brand Plan Workshop
 
Keller sbm3 05
Keller sbm3 05Keller sbm3 05
Keller sbm3 05
 
Dabur Vatika(Ravish Roshan,9968009808)
Dabur Vatika(Ravish Roshan,9968009808)Dabur Vatika(Ravish Roshan,9968009808)
Dabur Vatika(Ravish Roshan,9968009808)
 

Similar a Customer Based Brand Equity

Brand advertising
Brand advertisingBrand advertising
Brand advertisingdeewakar
 
Brand Equity
Brand EquityBrand Equity
Brand Equitywizkidrx
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingbikram120
 
kellersbm302-130514104748-phpapp02.ppt
kellersbm302-130514104748-phpapp02.pptkellersbm302-130514104748-phpapp02.ppt
kellersbm302-130514104748-phpapp02.pptMajidKhan475333
 
CUSTOMER-BASED BRAND EQUITY.ppt
CUSTOMER-BASED BRAND EQUITY.pptCUSTOMER-BASED BRAND EQUITY.ppt
CUSTOMER-BASED BRAND EQUITY.pptssuserb653171
 
Customer based brand equity model
Customer based brand equity model Customer based brand equity model
Customer based brand equity model Soroush Mosavati
 
Brand Management
Brand Management Brand Management
Brand Management Anujith KR
 
Brand management.pdf
Brand management.pdfBrand management.pdf
Brand management.pdfThuyamani M
 
RADAR - CVO as a Service.pptx
RADAR - CVO as a Service.pptxRADAR - CVO as a Service.pptx
RADAR - CVO as a Service.pptxAlexandre Chaves
 

Similar a Customer Based Brand Equity (20)

Branding101
Branding101Branding101
Branding101
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Brand Equity
Brand EquityBrand Equity
Brand Equity
 
Brand Equity
Brand EquityBrand Equity
Brand Equity
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Brand planning
Brand planningBrand planning
Brand planning
 
kellersbm302-130514104748-phpapp02.ppt
kellersbm302-130514104748-phpapp02.pptkellersbm302-130514104748-phpapp02.ppt
kellersbm302-130514104748-phpapp02.ppt
 
CUSTOMER-BASED BRAND EQUITY.ppt
CUSTOMER-BASED BRAND EQUITY.pptCUSTOMER-BASED BRAND EQUITY.ppt
CUSTOMER-BASED BRAND EQUITY.ppt
 
BM - CH 2.ppt
BM - CH 2.pptBM - CH 2.ppt
BM - CH 2.ppt
 
Mm.08.10 deleted
Mm.08.10 deletedMm.08.10 deleted
Mm.08.10 deleted
 
Customer based brand equity model
Customer based brand equity model Customer based brand equity model
Customer based brand equity model
 
Brand Positioning
Brand PositioningBrand Positioning
Brand Positioning
 
Brand equity
Brand equityBrand equity
Brand equity
 
Brand equity
Brand equityBrand equity
Brand equity
 
Brand Management
Brand Management Brand Management
Brand Management
 
Brand management.pdf
Brand management.pdfBrand management.pdf
Brand management.pdf
 
RADAR - CVO as a Service.pptx
RADAR - CVO as a Service.pptxRADAR - CVO as a Service.pptx
RADAR - CVO as a Service.pptx
 
Customer Equity
Customer EquityCustomer Equity
Customer Equity
 
Customer Equity
Customer EquityCustomer Equity
Customer Equity
 

Último

The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyThe Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyEthan lee
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Dave Litwiller
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANA DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Delhi Call girls
 
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxB.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxpriyanshujha201
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...amitlee9823
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsMichael W. Hawkins
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...lizamodels9
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRegression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRavindra Nath Shukla
 
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Neil Kimberley
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfAmzadHosen3
 
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...anilsa9823
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayNZSG
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756dollysharma2066
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756dollysharma2066
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxAndy Lambert
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...rajveerescorts2022
 
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room ServiceCall Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Servicediscovermytutordmt
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Serviceritikaroy0888
 

Último (20)

The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyThe Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANA DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
 
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxB.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael Hawkins
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
 
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRegression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
 
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdf
 
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
 
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room ServiceCall Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
 

Customer Based Brand Equity

  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 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?
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 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
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.

Notas del editor

  1. 23
  2. 15