Premium Essay

Overview of the Cbbe Model

In: Business and Management

Submitted By letigre
Words 1242
Pages 5
Overview of the CBBe Model
American scholar Kevin Lane Keller (Kevin Lane Keller) in 1993 proposed CBBE model (Customer-Based Brand Equity), which is based on consumer brand value model for their own brand building the key way. In this model. Various elements designed to be comprehensive, interrelated and feasible, but, CBBE model implies the premise that the brand is present in consumer brand knowledge, feeling and experience, that force is the brand name with a brand with the passage of time exists in the heads of all the consumer experience combined. Therefore, the purpose of the work enterprise is to try to ensure that consumers have for the brand characteristics of its products and services adapted to experience a positive act for the corporate marketing and a positive attitude and a positive brand image for the evaluation. In accordance with Keller's view, the model was created to answer the following two questions: First, what elements constitute a strong brand; the second is how to build a strong corporate brand. 1. According to CBBE model, build a strong brand requires the work of four steps: establish the right brand identity; create an appropriate brand meaning; guide the correct brand response; to create the appropriate relationship between the consumer of a brand. 2. Meanwhile, the four steps and relies on building the brand's six dimensions: significant; performance; image; evaluation; feeling; resonance. Which corresponds to a significant brand identity, brand performance and image of the corresponding content. Response to sensory evaluation and the corresponding brand and resonate with the corresponding brand relationship. CBBE model elements in the CBBE model, build a strong brand subdivided into a series of four work steps associated elements: 1. Establish the right brand identity you need to create a brand based on significant consumer brand has…...

Similar Documents

Premium Essay

Overview

...Overview and Strategy PepsiCo has the world's largest portfolio of billion-dollar food and beverage brands, including 22 different brands that each generate more than $1 billion in annual retail sales. As well as our core brands—Pepsi-Cola, Lay's, Quaker Oats, Tropicana and Gatorade—we make hundreds of other nutritious and delicious, convenient and fun foods and drinks that bring joy to our consumers in more than 200 countries worldwide. With annualized revenues of approximately $60 billion, approximately 294,000 of PepsiCo's associates are united by our unique commitment to sustainable growth, called "Performance with Purpose." By dedicating ourselves to offering consumers a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of our continued sustainability efforts, PepsiCo was named for the fourth time to the Dow Jones Sustainability World Index (DJSI World) and for the fifth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2010. For the second year in a row, PepsiCo was the top performer in the Beverage Sector. For PepsiCo, the benefits of global expansion include: maximizing growth potential, gaining global scale and achieving geographic diversity. Emerging markets account for a notable portion of PepsiCo's revenue. With......

Words: 1106 - Pages: 5

Premium Essay

Overview

...OVERVIEW OF THE STATISTICS COMPONENT OF FINANCE (QUANTITATIVE TECHNIQUES) 203 Note: The ‘statistics’ component of the unit covers Topics 1, 2, 4, 5, 6, 7, 8, 10 and 11 only and will not cover all the concepts in these Topics. The following is an overview of what is required in each topic. You are recommended to do the quiz questions as shown and the tutorial questions. Week 1 (Descriptive Statistics) Concepts • Population vs. sample • Parameter vs. statistic and use of correct symbols • Types of data (nominal, ordinal, interval) • Displaying data: Nominal: Bar and pie charts Interval: Stem and leaf displays, histograms, ogives, box and whisker plots • Measures of central location (mean, median, mode) • Measures of dispersion/spread (standard deviation, variance) Do 1.7.3 Quiz Can attempt all 1.7.4 Topic Questions Week 2 (Sampling, Probability, Normal Distribution) Sampling Concepts • Types of sampling plans (simple random sampling, stratified random sampling, cluster sampling Probability Concepts • From a table of joint probabilities answer such questions as: P(A and B) P(A or B) P(A)|B Determine if events A and B are mutually exclusive or not Determine if events A and B are independent or not The Normal Distribution Question gives a population mean and population standard deviation for a normally distributed......

Words: 733 - Pages: 3

Premium Essay

Cbbe Model Stage 1

...CBBE Model The main rationale of 理由 Keller’s Consumer Based Brand Equity Model is relatively straightforward. If you want to build your brand, you need to develop your brand, based on understanding how customers feel about your brand. Further, brand managers must develop and communicate about the brand ‘experiences’ so that people have positive feelings about the brand, a favourable opinion of the brand, and their perceptions of the brand are positive. If we can achieve this, we can build loyalty from customers – which is a key aim of most organisations (it is approximately約5 times more expensive to acquire獲得new customers than to keep existing ones). Figure 1: Keller's Brand Equity Model As we saw in lecture (on slide 4 from Lecture 2), there are areas of significance to customers - questions that they will ask of the brand (often subconsciously潛意識) - shown in Figure 1 above. Applying the Model Stage 1: Brand Identity – Who Are You? Aim is to create awareness. Brand salience is when your brand is the one that springs彈性 to the mind of consumers, and that is ultimately最終what every brand would aim to achieve. If I were to ask you: name me a brand of car/computer/cellphone/noodle/coffee – the one that comes to your mind first is the one with highest levels of salience. Some markets are highly competitive and it will be harder to perhaps have your brand ‘stand out’. 脫穎而出 How to Achieve? It is essential必要to ‘know who your customers are’. And to achieve this,......

Words: 325 - Pages: 2

Premium Essay

Cbbe Scale New

...have explored the cross-cultural validation of the brand equity scale. Addressing this gap, our research puts forward a consumerbased brand equity scale. We investigate and validate its crossnational applicability in two countries, the UK and Spain. Our objectives are: first, to establish whether brand equity can be conceptualised in the same way across countries; and second, to explore whether difference scores on the items can be meaningfully compared among the countries. Therefore, configural and metric equivalence will be analysed. In addition, this study addresses some of the limitations regarding consumer-based brand equity scales. The article opens by reviewing the literature on brand equity conceptualisation and measurement. A briefly overview of the measurement invariance issue in cross-national research is presented. The methodology employed is explained followed by the analysis of empirical results. Finally, a discussion of the findings is presented and the managerial implications are drawn. Literature review Two main frameworks conceptualise brand equity. Keller’s (1993) conceptualisation focuses on brand knowledge and involves two components: brand awareness and brand image. By contrast, Aaker (1991, p. 15) provides one of the most generally accepted and comprehensive definitions of brand equity: A set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to......

Words: 8263 - Pages: 34

Premium Essay

Customer Based Brand Equity Model (Cbbe)

...Customer 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 that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers' mind and linked the brand to the desire customers' feelings, thoughts, actions and beliefs. So that customer-based brand equity is defined as, the differential effect that brand knowledge has on consumer response to the marketing of that brand. Customer-Based Brand Equity Pyramid Brand Salience: It's means broad awareness of the brand. The first step in building a brand equity is the brand awareness that contains two parts; brand recognitioin (how easily customer identify a brand after exposing some cue or a physical product) and brand recall (how easily customer recall the brand without showing a cue while making purchase decision or thinking the product category). We must consider both the breadth and depth of the brand awareness; the depth is that how likely it is for a......

Words: 1283 - Pages: 6

Premium Essay

Cbbe

...MKT-429: Chapter 2 CUSTOMER-BASED BRAND EQUITY Customer-based brand equity: Past experience-Marketing Activity- Word of Mouth The CBBE is formally defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. The Power of a brand lies in what resides in the mind of customers. ▪ Differential effect-How customer react about the name ▪ Brand knowledge-Consumer has learned, felt, seen and heard ▪ Consumer response to marketing-Recall, actions in sales promotion, evaluation of extensions Marketing advantages of strong brands (Figure 2.1) ▪ Greater loyalty ▪ Less vulnerability to competitive marketing actions ▪ Improved perceptions of product performance ▪ Less vulnerability to marketing crises ▪ Larger margins ▪ More inelastic consumer response to price increases ▪ More elastic consumer response to price decreases ▪ Greater trade cooperation and support ▪ Increased marketing communication effectiveness ▪ Possible licensing opportunities ▪ Additional brand extension opportunities Brand equity as a bridge: a) Brands as a reflection of the past: b) Brands as direction for the future: FIGURE 2-2 MAKING A BRAND STRONG: BRAND KNOWLEDGE Associative network memory model: The associative network memory model views memory as consisting of a network of nodes and connecting links ❑ Nodes represent stored information or concepts ❑......

Words: 1455 - Pages: 6

Premium Essay

Overview

...Managing and Directing Successful Projects with PRINCE2TM 2 Managing and Directing Successful Projects with PRINCE2TM Written by Andy Murray of Outperform, Lead Author of PRINCE2 this brochure provides an overview of both Managing and Directing Successful Projects with PRINCE2TM. The public consultation comprised of: • Reviewing the Issues Log • A series of workshops/focus groups facilitated by the Best Practice User Group (BPUG) • ‘Champion’ interviews of key users • A series of surveys. More than 170 organizations and individuals provided feedback as part of the consultation process. Analysis of the feedback shows a general consensus for change as follows: • Reduce the size of the manual and improve the style of language (more guidance less instruction) • Integrate with other OGC products • Show linkage to other methods and bodies of knowledge • Provide more guidance on tailoring (particularly for smaller projects) • Include (or reference) the soft aspects of Project Management (e.g. people management, change management, ‘fuzzy’ requirements). Why has PRINCE2 been refreshed? PRINCE2 is often cited as the world’s most widely used project management method. Its success is largely due to it being non-proprietary but also due to the ability of organizations to apply it to a variety of industries, environments and project sizes. Since its launch in 1996, the project management industry has not stood still. The emergence of Agile and iterative......

Words: 2646 - Pages: 11

Premium Essay

An Overview

...AN OVERVIEW ON BRANDING – IMAGE BUILDING BY BRISHTI PANNA M.F.TECH. MANAGEMENT PREFACE This Minor Project is basically to introduce myself to the basic concept of “Image –Building” in branding. I took this topic for my minor project as I am keenly interested to the field of branding. I was fascinated with the fact that how pure business is so related with human psychology and its application. I have chosen concept of Image Building and I have tried to cover the few areas as follows: a) What is Brand? b) What is Branding? c) How to create an image for a Brand? d) Importance of innovation in terms of sustaining a Brand for a long term. TABLE OF CONTENT INTRODUCTION 5 HISTORY OF BRANDING 6 WHAT IS BRAND 7 WHAT IS BRANDING 7-8 WHY BRANDING IS SO IN 9-12 PRIMAL CODE 13-20 FIVE DICIPLINE 21-27 INNOVATION AND RENOVATION 28-30 REFERENCES 31 INTRODUCTION Talking about branding is like talking about leadership. There are coaches and courses......

Words: 5564 - Pages: 23

Premium Essay

Overview of Management

...Overview of Management University of Phoenix MMPBL/502/ Managing the Business Enterprise December 20, 2010 Dr. Michael A. Barker, SPHR Overview of Management Kudler Fine Foods is a virtual organization. This paper will identify the primary functions of management, while describing who is responsible for each function at Kulder. Explain how technology and the internet are currently being used by Kudler and how they both affect Kudler’s management. This paper will also give an example from Kudler Fine Foods illustrating each of the five forces from the Porter’s model. Primary Functions of Management Kudler Fine Food is a specialty food store located in San Diego, California. The company has locations in La Jolla, Del Mar, and Encinitas. Each store has 16,000 square fee of retail space and is stocked with domestic and imported goods. The store also has different departments, fresh seafood, produce, baked goods, fresh meats, deli, and diary departments. The first Kudler Fine Foods was opened in 1988 by Kathy Kudler, the second store opened in 2000, and the third store opened in 2003 (Kudler Virtual Organization, 2010). Kathy Kudler is responsible for the overall operations of Kudler Fine Foods. The primary function of management involves Operations, Human Resources, Accountants, and Legal. The operations of the Kudler Fine Foods are done by the Department Manager. The department manager is responsible for purchasing at the best price, quality, and the delivery of......

Words: 819 - Pages: 4

Premium Essay

Overview

...Overview Founded in 1999, Blue Nile had grown to become the largest online retailer of certified diamonds and fine jewelry, with sales of $203.2 million in 2005 (up from $169.2 million in 2004). According to Internet Retailer Magazine, in 2006 Blue Nile was larger than the next three largest online jewelers combined; the magazine had ranked Blue Nile No. 48 in its Top 400 Guide to Retail Web Sites; in its December 2006 issue, the magazine went a step further and named Blue Nile an Internet Retailer Best of the Web 2007 company (one of five companies cited). In 2006, the market for jewelry in the U.S. was an estimated $55-$60 billion industry. Annual sales of diamond jewelry were in the $30-$35 billion range, with diamond engagement rings accounting for sales of $4-$5 billion. In an industry famous for big markups, frequent closeout sales, and myriad judgments of value that often mystified consumers, the marketing challenge for online jewelers was to convince understandably skittish shoppers to purchase fine jewelry online. It was one thing to shop for a diamond in a reputable jewelry store where one could put on a ring or other jewelry item to see how it looked, perhaps inspect a stone with a magnifying glass or microscope, and have a qualified jeweler describe the features of various stone(s) and cuts, compare the character and merit of various settings, and explain why some items carried higher price tags than others. It was quite another thing to commit to......

Words: 582 - Pages: 3

Premium Essay

Overview

...History of English Literature Overview Anglo-Saxon Literature (500-1100) The Angles and Saxon conquered what is now called England in the 5th and 6th centuries. Christian missionaries taught the English to write. Northumbria soon produced Caedmon and Bede. Heroic poetry of a Christian kind is the chief legacy of Old English literature, notably Beowulf and the Elegies. A considerable prose literature grew up after King Alfred. Middle English Literature (1100-1500) Literature in England in this period was not just in English and Latin but in French as well and developed in directions set largely in France. Epic and Elegy gave way to romance and Lyric. English writing revived fully in English after 1360 and flowered in the reign of Richard II (1372-99). It gained a literary standard in London English after 1425 and developed modern forms of verse, prose and of Drama. The conquest of England in 1066 by William of Normandy displaced English as medium of literature. The language of new rulers was French. Saxons dealing with the King had to learn French and French was the language of court and the law for three centuries. Four genres of Middle English are: i. 1. Fabliau 2. Lyric 3. Dream Allegory 4. Ballad Geoffrey Chaucer Chaucer is the best story teller and the narrative poet. Chaucer tells his stories in a most effective way. He has the knack of transforming an old tale into a new one in such a manner that its appeal increases manifold and its......

Words: 2856 - Pages: 12

Free Essay

Overview

...Overview of Correspondence and Presentations, Weeks 3–7 The class will be divided into groups that will work together as management-level employees of a local company with 100 or fewer employees. Each company will decide on a name and a service or product that they will provide. All correspondence will be done from the perspective of employees of the companies you create (with the exception of the individual presentation). The sequence is intended to create a rhythm of practicing by working together in groups and then proving your individual knowledge by producing your own writing. Assignments: 1. Group email (informative). Email to the instructor describing the company. 2. Individual email (invitation). Email to other individuals in the company inviting them to a brainstorming meeting about how to resolve a staffing shortage. 3. Group memo (information report). Memo written to the company’s CEO reporting options generated in the brainstorming meeting. 4. Individual memo (persuasive memo). Memo written to all departments asking them to share information on their best employees for the purpose of reassigning those employees to solve staffing shortages in certain departments. 5. Group business letter (request for information). Letter written to a temp agencies requesting information on temp workers to help solve staffing shortage. 6. Individual business letter (request for information). Letter written to a college requesting information about......

Words: 330 - Pages: 2

Premium Essay

The Overview of Capm

...Thompson Gary Oha    CAPM Contents Overview of CAPM 1 Advantages and Limitations 3 Breakthroughs and Setbacks 4 Works Cited 6 Overview of CAPM The CAPM was introduced by Jack Treynor , William F. Sharpe , John Lintner and Jan Mossin  in 1964, building on the earlier work of Harry Markowitz on diversification and modern portfolio theory (Fama & French, 1982). Sharpe, Markowitz and Merton Miller jointly received the 1990 Nobel Memorial Prize in Economics for this contribution to the field of financial economics. Fischer Black  developed another version of CAPM, called Black CAPM or zero-beta CAPM that does not assume the existence of a riskless asset. This version was more robust against empirical testing and was influential in the widespread adoption of the CAPM (Fama & French, 1982). CAPM has become very attractive as a tool that measures risk to possible in relation to expected return, although it is still widely used for estimating the cost of capital for firms and evaluating the performance of managed portfolios. While CAPM is accepted academically, there is empirical evidence suggesting that the model is not as profound as it may have first appeared to be. CAPM’s empirical fallings arise theoretically from many over simplified assumptions made by the model. This has made it difficult to implement valid test for this model (Kristina Zucchi, 2015). For example according to the CAPM model the risk from an asset such as stock should be......

Words: 1961 - Pages: 8

Premium Essay

Overview of Management

...Running head: OVERVIEW OF MANAGEMENT Overview of Management Erminia Ponce University of Phoenix Overview of Management Kudler Fine Foods was founded by Kathy Kudler in 1998. Kathy once was a Vice President of Marketing of a defense contractor; Kathy traveled constantly and endured the pressures of corporate life. Kathy ultimately wanted something different, something less stressful and gourmet cooking seemed to relieve the stress for her so Kathy decided to embark on an opportunity on an upscale epicurean food shop in La Jolla. Kathy opened her first store in June, 1998 and within the year the store was profitable. Kathy later opened two more stores by 2003, one in Del Mar and Encinitas and now Kathy is looking at expanding and opening another store. Kathy is the president of Kudler Fine Foods and her primary function is to oversee the three stores. Kathy is responsible for the planning and strategizing, however, each manager or department supervisor has the responsibility for his or her team. Whether at the managerial, individual, or team level, the management process involves planning and strategizing, organizing, leading and controlling and decision making. (Gomez-Mejia-Balkin, 2002). Kathy has an Administrative Assistant who works directly for her and her responsibilities are to provide administrative support to the company president, scheduled appointments, assist in the recruitment process and answer phones. The Administrative Assistant performs...

Words: 1120 - Pages: 5

Premium Essay

Application of Cbbe Model

...the first four sources of brand equity correspond to customer-based brand equity while patents and trademarks reflect firm-based brand equity. Keller (1993) focused on customer based brand equity (CBBE) which he defined as “the differential effect of brand knowledgeon consumer response to the marketing of the brand” (p.2). Brand knowledge is the main source of CBBE made up of brand awareness and brand associations. Keller (2003) has further identified four hierarchical levels for building a strong brand: from brand identity to brand meaning, brand responses and finally brand relationships. In a business to business context, brand equity is gaining significant ground Business to business brands like IBM, Cisco, Oracle and Intel have managed to build substantial equity and today feature amongst the most valuable brands globally. Empirical research into brand equity attests to its existence in B2B markets. Bendixen et al. (2004) found that business to business buyers are willing to pay a price premium for their favourite brand which is a consequence of high brand equity. Other benefits of brand equity were willingness to extend the brand’s goodwill to other product lines and willingness to recommend the brand to others. Kuhn et al. (2008) examined the applicability of Keller’s (2003) CBBE pyramid to a B2B context. Their findings provided only partial support highlighting the particularities of B2B branding: 1. Evaluating the equity of the corporate/manufacturer brand is......

Words: 3733 - Pages: 15