Chapter 2

Customer Based Brand Equity

Customer Based Brand Equity

The differential knowledge that brand

knowledge has on the marketing of
that brand.

Differential
Knowledge
Response to marketing

Making a Strong Brand

Brand awareness
Brand Image

Sources of Brand Equity

Customer based brand equity occurs

when the customer has a high level of
awareness and familiarity with the
brand and holds some strong,
favourable and unique associations in
memory.

Brand Equity

Brand Awareness

Brand Recognition
Brand Recall

Advantages

Learning advantages
Consideration advantages
Choice advantages

Brand Equity

Brand Image

Strength of brand associations

Favourability of brand associations

Brand Attributes
Brand Benefits
Desirability
Deliverability

Uniqueness of brand associations

Building a Strong Brand

Brand Building Blocks

Brand Salience

Breadth & Depth of awareness

Product Category Structure
Historically, brand salience has been
considered synonymous with the brand being
top of mind (mentioned first) when the
product category is used to cue retrieval from
memory. Brand salience reflects the quantity
and quality of the network of memory
structures buyers hold about the brands.

Brand Salience

The tendency of a brand to be thought of in a

buying situation is known as brand salience.
Brand salience is the propensity for a brand
to be noticed and/or thought of in buying
situations and the higher the brand salience
the higher its market penetration and
therefore its market share. Salience refers not
to what customers think about brands but to
which ones they think about.

Brand Performance

Reliability
Durability
Serviceability

Service Effectiveness
Service Efficiency
Service Empathy

Brand Imagery

User Profile
Purchase and Usage Situation
Personality & Value
History, Heritage and Experience

User Profile
The set of human characteristics
associated with a brand

How Does It Fit Into Branding?

Price

Brand
Recall

Non-Product
Related

Brand
Awareness
Brand
Recognition

Brand
Knowledge

Types of
Brand Association

Attributes

Product Related

Functional
Benefits

Packaging

User Imagery

Usage Imagery

Experiential
Brand
Image

Favourability of
Brand Association

Attitudes
Symbolic

Strength of
Brand Association

Uniqueness of
Brand Association

Keller, 1993

Brand Personality Framework

Brand Personality

Sincerity

Down to earth
Honest
Wholesome
Cheerful

Excitement

Daring
Spirited
Imaginative
Up-to-date

Competence

Sophistication

Ruggedness

Reliable
Intelligent
Successful

Upper Class
Charming

Outdoorsy
Tough

Aaker, 1997

Examples Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Examples Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Examples Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Examples Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Brand Jugdments

Brand Quality
Brand Credibility
Brand Consideration
Brand Superiority

from consumers to people

consumers buy, people live
2. from product to experience
products fulfill needs, experiences fulfill desires
3. from honesty to trust
honesty is expected. trust is engaging and intimate. it needs to be earned
4. from quality to preference
quality for the right price is a given today. preference creates the sale
5. from notoriety to aspiration
being known does not mean that you are also loved!
6. from identity to personality
identity is recognition. personality is about character and charisma!
7. from function to feel
the functionality of a product is about practical or superficial qualities only
sensorial design is about experiences
8. from ubiquity to presence
ubiquity is seen. emotional presence is felt
9. from communication to dialogue
communication is telling. dialogue is sharing
10. from service to relationship
service is selling. relationship is acknowledgment

Brand Feelings

Transformational Advertising

Warmth
Fun
Excitement
Security
Social Approval
Self Respect

Warmth

Campbells Soup:
Mrs Campbell is a rosy-cheeked and
plump grandmother who lives in a warm,
cosy house and wears an apron as she
cooks wonderful things for her grandchildren.
Keller, 2003

Fun

Disney is often associated with

feelings of amusement,
lightheartedness, playfulness and
joyousness.

Excitement

MTV is considered to be

Alive
Cool
Sensational

Security

Social Approval

Self-Respect

The brand makes the consumer feel

better about themselves.

Brand Resonance

The extent to which customers feel in

sync with the brand

Behavioural Loyalty
Attachment
Community
Active Engagement

Ideas

The only business to be in is the ideas

business, which simply is not just
communication, but also engagement,
seizing the audiences imagination.

Brand Communities