keller 战略品牌管理 02 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料.pptVIP

Motivation forCustomer-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 ensure customers have the right types of experiences with products services and their marketing programs to create the right brand knowledge structures: Thoughts Feelings Images Perceptions Attitudes Building Customer-Based Brand Equity Building a strong brand involves a series of steps as part of a “branding ladder” A strong brand is also characterized by a logically constructed set of brand “building blocks.” Identifies areas of strength and weakness Provides guidance to marketing activities Salience Dimensions Depth of brand awareness Ease of recognition recall Strength clarity of category membership Breadth of brand awareness Purchase consideration Consumption consideration Performance Dimensions Primary characteristics supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price Imagery Dimensions User profiles Demographic psychographic characteristics Actual or aspirational Group perceptions -- popularity Purchase usage situations Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage Personality values Sincerity, excitement, competence, sophistication, ruggedness History, heritage, experiences Nostalgia Memories Judgment Dimensions Brand quality Value Satisfaction Brand credibility Expertise Trustworthiness Likability Brand consideration Relevance Brand superiority Differentiation Feelings Dimensions Warmth Fun Excitement Security Social approval Self-respect Resonance Dimensions Behavioral loyalty Frequency and amount of repeat purchases Attitudin