Cbbe Pyramid Essay - 752 Words

CBBE Pyramid Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). A brand is a bundle of functional, economic and psychological benefits for the end-user (Ambler, 1995). Brand equity, as defined by Keller (1993), occurs when a brand is known and has some strong, favourable and unique associations in a consumer’s memory. This reflects in buyers’ willingness to pay a premium for a favoured brand in preference to others (Hutton, 1997). The Customer-Based Brand Equity pyramid (CBBE) of Keller identifies four steps for building a strong brand. In†¦show more content†¦For a long time, the Nike name conjured up heroic images of Jordan, Agassi and Tiger. The swoosh, Nike’s brand logo, made many people feel as if they were champions. That Nike’s reputation has been clouded by a new image – of Asian workers in hot, noisy factories, stitching together shoes for as little as 80 cents a day. Suddenly, Nike doesn’t seem so cool anymore (McCall, 1998). The widespread criticism of the use of sweatshops provoked protests and products boycotts at retail centres and on college campuses nationwide in 1998. The disapproval helped to cause the sneaker giant’s stock price to drop to $31 in September 1998 from $76 seven months earlier (Chen, 2001). The final step in the pyramid constitutes brand relationship, where brand response is converted to create an intense, active loyalty relationship between customers and the brand. Nike is trying their best to get rid of the ‘ Sweatshop’ image by investing in the community and behaving according to the CSR principles. However, the sweatshop practices will probably haunt them for a long time. The consumers have nowadays more faith in this brand and this results in more behavioural loyalty, attitudinal attachment, sense of community and active engagement (Keller, 2001). ReferencesShow MoreRelatedCbbe Model1073 Words   |  5 Pagesachieve this marketing miracle you will need to follow the four steps in the CBBE model. The four steps in the CBBE model are brand identity, brand meaning, brand response, and brand relationships. You must follow these steps to establish brand equity but the CBBE model also depends on six brand building blocks and they are salience, performance, imagery, judgment, feelings, and resonance. These are what are in the brand pyramid. We must understand what the four steps mean. Brand identity is when customersRead MoreCustomer Based Brand Equity Model (CBBE)1276 Words   |  6 PagesCustomer Based Brand Equity Model (CBBE) The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure thatRead MoreNike Brand Equity1038 Words   |  5 Pagesand better than the rest. This also is a way for Nike to obtain credibility and quality. With the Air Jordan line, Nike sold over $100 million shoes in the first year (129). Nike’s sources of brand equity hit all the way to the top of the CBBE pyramid for American consumers. Within the first two years alone Nike had 50% of the market share for athletic shoes. Salience is huge with the Nike logo. About 97% of Americans were able to recognize the Nike logo in 2000 (139). Imagery and performanceRead MoreThe Branding Pyramid2838 Words   |  12 PagesThe Branding Pyramid By Jeffrey A. Lupisella One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations. In general, we’re a pretty visual (no pun intended) bunch here at VizualRead MoreBuilding Brand Equity1416 Words   |  6 PagesAnalysis Finding In his CBBE framework, Keller identified 6 key elements needed to build brand equity; Brand Salience, Brand Imagery, Brand Performance, Consumer Feelings Judgements and Brand Resonance (appendix 7). From the conducted research this report will ascertain the degree to which HTC satisfies each level of Keller’s model. 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Brand Meaning ï  ¬ Performance- with talented players, excellent performing foot ball team, landed many kinds of championships during long time. ï  ¬ Imagery forRead MoreBurger King s Brand Identity Essay1398 Words   |  6 PagesAccording to Keller, â€Å" the basic premise of the Customer-Based Brand Equity (CBBE) model is that the power of a brand lies in what customers have learned, felt, seen and heard about the brand over time, â€Å" (Keller, 2001). The CBBE can be broken down into a pyramid of the consumer experience with the brand. Brand Identity Burger King’s brand identity relies heavily on their signature menu item the Whopper and the brand’s relation to the fast food giant McDonald’s. According to Burger King, â€Å"moreRead MoreMoods of Norway2400 Words   |  10 PagesMoods of Norway case indicated many interesting issues relating to brand management study. In this paper, first, we outline two key challenges that Moods are facing, then analyze the brand based on CBBE pyramid, and finally suggest two marketing programs that the company should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U.S. This is always a profitable but risky opportunity for every firm, including Moods of Norway. The company with â€Å"freeRead MoreMoods of Norway2409 Words   |  10 PagesMoods of Norway case indicated many interesting issues relating to brand management study. In this paper, first, we outline two key challenges that Moods are facing, then analyze the brand based on CBBE pyramid, and finally suggest two marketing programs that the company should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U.S. This is always a profitable but risky opportunity for every firm, including Moods of Norway. The company withRead MoreSwarovski Branding Strategies Products1819 Words   |  8 PagesBranding for luxury goods Group G. Members: Truong Anh Bao Nguyen Yunkyung Choo Lilit Nagapetyan CONTENT: 1 History 2 Concept 3 Brand Strategy 4 Marketing Mix 5 Positioning 6 Services 7 Target Consumer 8 CBBE Pyramid 9 SWOT analysis 10 Competitors 11 Recommendation 12 References 1. HISTORY: 1882 Daniel Swarovski (1862-1956) invents a revolutionary machine that allows crystals to be cut more precisely than with existing manual methods