CHAPTER 2

CUSTOMER-BASED BRAND EQUITY

 Sources Of Brand Equity

 Brand Awareness

 Consequences of Brand Awareness

 Learning advantages
 Consideration advantages
 Choice Advantages

 Establishing Brand Awareness

 Sources Of Brand Equity

 Brand Image

 Strength of Brand Associations

 Favorability of Brand Associations

 Uniqueness of Brand Associations

 Building A Strong Brand

 The Four Steps of Brand Building:

 1. Identity (Who are you?)

 2. Meaning (What are you?)

 3. Response (What about you?)

 4. Relationship (What about you & me?)

Customer-based Brand Equity Pyramid

Relationship
Resonance
Judgments Feelings Response

Performance Imagery Meaning

Salience
Identity
 Customer-based Brand Equity Pyramid (2)

 Brand Salience: This relates to aspects of

awareness of the brand

 Brand Performance: This relates to ways in

which product/ service meets customers’ needs

 Brand Imagery: It’s how customers visualize a

brand abstractly, with no relevance to what the
brand actually does
 Customer-based Brand Equity Pyramid (2)

 Brand Judgments: The customers’ personal

opinions and evaluations with regard to the brand

 Brand Feelings: The customers’ emotional

responses and reactions with respect to the brand

 Brand Resonance: The ultimate relationship &

level of identification that the customer has with
the brand