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Module-II:
CBBE model & Kapferer’s Brand identity Prism

By- Dr. Ruchi Jain

Customer-Based Brand Equity
 Building a strong brand
For building a strong brand, The brand needs to answer following
four questions asked by customers:

1. Who are you?

2. What are you?
3. What about you? what do I feel or think about you?
4. What about you and me? what kind of association and how
much of a connection would I like to have with you?
Name a recent product launch by- 5
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 Building a strong brand
For it u need to answer following four questions asked by customers:

1. Who are u? (brand identity with customers and association of brand with
specific customer need)
2. What are u? (brand meaning by tangible and intangible brand
associations)

3. What about u? what do I feel or think about u? (brand responses)

4. What about u and me? what kind of association and how much of a
connection would I like to have with u? (brand relationships by converting
brand responses into loyalty)
Customer-Based Brand Equity 2.8

Pyramid
4. RELATIONSHIPS =
RESONANCE What about you and me?

3. RESPONSE =
JUDGMENTS FEELINGS What about you?

2. MEANING =
PERFORMANCE IMAGERY What are you?

1. IDENTITY =
SALIENCE
Who are you?
 1. BRAND SALIENCE

• Measures awareness of the brand

• Brand at top of mind or not?

• What type of cues & reminders are required?

• Customer has to be clear about Category Identification

• Needs Satisfied & Secondary Features

 Are you able to identify the brand?

Every time u think of orange juice= Tropicana?

Whenever u seek tasty n healthy beverage = Tropicana?

Whenever thirsty = Tropicana ?

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 Product Category Structure
• To fully understand brand recall, we need to appreciate product
category structure, or how product categories are organized in
memory.
Beverages

Non alcoholic Alcoholic

Soft
Milk Hot beverages Juices
drinks

Cola
/orange/lemon/clear
2.12
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 2. BRAND PERFORMANCE
• It describes how well the product meet customer’s functional
demands.
• Parameters used for evaluation:

 ingredients of the product

 Product Reliability,
 Durability & Serviceability

 Service Effectiveness, Efficiency,& Empathy

 Style and Design;
 Price
 3. BRAND IMAGERY
• It includes the ways in which brand attempts to meet
customer’s psychological or social needs.
• It is the way people think about a brand abstractly and not
actually.
• Imagery associations can be made directly or indirectly.
• Four intangibles can be linked to the brand:
 User Profiles
 Purchase and Usage Situations
 Personality & Values
 History, Heritage, & Experiences
 4. BRAND JUDGEMENT
• It is customer’s personal opinion or evaluation of the brand.
• It is combination of brand performance & brand imagery.

• Four types of judgments are particularly important:

1. Brand quality
– Value
– Satisfaction
2. Brand credibility
– Expertise
– Trustworthiness
– Likeability
3. Brand consideration
– Relevance
4. Brand superiority
– Differentiation
Activity
 5. BRAND FEELINGS
• These are customer’s emotional responses & reactions to the
brand.
• It also includes the feelings evoked by marketing program for the
brand or by other means.
• Few important brand feelings are:
• Warmth, (Hallmark)
• Fun (Disney)
• Excitement,(MTV)
• Security, (LIC)
• Social Approval, (Mercedes)
• Self-Respect (Mountain dew)
 6. BRAND RESONANCE
It describes the nature of relationship between the brand & customer.
It is characterized in terms of intensity, or the depth of psychological connection in form
of:
• Behavioral loyalty
– Frequency and amount of repeat purchases
• Attitudinal attachment
– Love brand (favorite possessions; “a little pleasure”)
– Proud of brand
• Sense of community
– Kinship
– Affiliation
• Active engagement
– Seek information
– Join club
– Visit website, chat rooms
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 Home assignment 25

• What are iconic brands?

• What are cult brands?
• What is the difference between two?
• Give examples.