1.

Customer-based brand equity (CBBE) is used to show how a brand’s success can be directly
attributed to customers’ attitudes towards that brand.

Components of Customer based Brand Equity

Differential Effect: Brand equity arises from differences in consumer response. If no difference
then brand name product can essentially be classified as a commodity or a generic version of
the product. Competition, most likely, would then just be based on price.
Example: Based on product and service price.

Brand Knowledge: These differences in response are a result of consumers’ knowledge about
the brand, that is, what they have learned, know and heard about the brand as a result of their
experiences over time.
Example: The response the marketers get after the marketing boost. Like how the targeted
customers gather knowledge about them. Like newspaper, Advertise. ETC.

Consumer Response to Marketing: Consumers differential responses build up the brand equity,
are reflected in preferences, and behavior related to all aspects of brand marketing.
Example: it is like the way consumer response to the marketer according to the promotion. It
also comperes to rival marketers.

2. Brand positioning is defined as the conceptual place you want to own in the target consumer's
mind — the benefits you want them to think of when they think of your brand.
An effective brand positioning strategy will maximize customer relevancy and competitive
distinctiveness, in maximizing brand value.
Bellow we are describing the discuss the decision factors of brand positioning:
There are four factors of Brand Positioning,
 Target market
 Nature of competition
 Points of Difference
 Points of parity

 Target market: Identifying the potential customer for the product. And attract them
with lucrative promotion. Example: Posting Job circular in various job searching web
sites and Newspapers.
 Nature of competition: Have to decide the exact formation of competition with the
rivals. And have to study about their nature.

 Points of Difference: there should be a point of difference between the marketer’s

product and the service. Example: Test of Coca-cola and Pepsi are totally different. But
they are famous rival in same product line.

 Points of parity: Point–of-Parity (POP), on the other hand, are not necessarily
unique to the brand may in fact be shared with other brands .