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Chapter 2

Chapter 2 Notes for Keller's Strategic Brand Management

7 Pages
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Department
Management (MGM)
Course Code
MGMC11H3
Professor
Bill Mc Conkey

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STRATEGIC BRAND MANAGEMENT - CHAPTER TWO
Kevin Lane Keller
Motivation for Customer-Based Brand Equity Model
Marketers know strong brands are important but aren’t always sure how to build one
CBBE model was designed to be:
-comprehensive
-cohesive
-well-grounded
-up-to-date
-actionable
Rationale of Customer-Based Brand Equity Model
Basic premise:
-Power of a brand resides in the minds of customers
-Challenge is to create the right brand knowledge structures to ensure customers have the
right types of experiences with products and services through their marketing programs
oThoughts
oFeelings
oImages
oPerceptions
oAttitudes
Building Customer-Based Brand Equity
The CBBE model provides:
-Branding ladder” - building a strong brand involves a series of steps
-Building blocks - strong brand is characterized by a logically constructed building
blocks
-Reinforces a number of branding tenets:
1. Customer’s own brands
2. Don’t take short cuts with brands
3. Brands should have a duality (rational and emotional)
4. Brands should have richness - resonance
5. Brand resonance provides important focus
www.notesolution.com
CBBC Model is Useful
CBBC model is useful as:
-Road map/guidance for brand building
-Yardstick to assess progress/weaknesses and strengths
-Guide for marketing research effort
The Concept of CBBE
Customer-based brand equity can be:
-Positive CBBE: gets a positive response from consumers
-Negative CBBC: evokes a negative response
CBBE has 3 key ingredients:
1. Differential effect on consumer response to the marketing of the brand because of brand
knowledge
a.if there is no differential effect, it is a commodity and competition will be based
on price
2. Because of Customer brand knowledge - the result of marketing and previous
experience with the brand
3. Which causes Customer response to brand marketing - reflected in the perception,
preferences and behavior related to all aspects of the marketing
Brand Equity as a Bridge
CBBE represents the added value endowed to a product as a result of past investments in the
marketing of a brand.
Hence CBBE provides direction and focus to future marketing activities
-It provides focus and guidance to interpret the past marketing programs and design of
future marketing programs
Customer knowledge provides a vital bridge from the past to the future
-BE as a reflection of the past all past expenditure are either good or bad brand
investments
oQuality of investment is more important than quantity (can over spend if the
money is not spent wisely)
-BE as direction for the future Consumers decide where the brand can go and where it
cannot because of brand knowledge created over time - dictates the future direction for
the brand.
oThe true value and Future prospects of the brand rests with the consumer
www.notesolution.com

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Description
STRATEGIC BRAND MANAGEMENT - CHAPTER TWO Kevin Lane Keller Motivation for Customer-Based Brand Equity Model Marketers know strong brands are important but arent always sure how to build one CBBE model was designed to be: - comprehensive - cohesive - well-grounded - up-to-date - actionable Rationale of Customer-Based Brand Equity Model Basic premise: - Power of a brand resides in the minds of customers - Challenge is to create the right brand knowledge structures to ensure customers have the right types of experiences with products and services through their marketing programs o Thoughts o Feelings o Images o Perceptions o Attitudes Building Customer-Based Brand Equity The CBBE model provides: - Branding ladder - building a strong brand involves a series of steps - Building blocks - strong brand is characterized by a logically constructed building blocks - Reinforces a number of branding tenets: 1. Customers own brands 2. Dont take short cuts with brands 3. Brands should have a duality (rational and emotional) 4. Brands should have richness - resonance 5. Brand resonance provides important focus www.notesolution.com
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