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Overview Of The Cbbe Model Essay

1259 words - 6 pages

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 ...view middle of the document...

Significant distinction between brands is the key dimensions of brand breadth and depth of the brand, brand depth refers to the brand recognized by consumers the ease; brand breadth refers to the time when consumers think of the brand purchase and consumption of a range of highly significant The brand enables consumers to choose the full range of purchase and always think of the brand. 2. In creating the appropriate brand meaning, the key is to create high brand performance and a good brand image and build the brand based on consumer characteristics. Connotation of the brand recognition, from the functional point of view, the main means of consumer density and performance-related associations from the abstract point of view. Refers to the consumer associated with the brand image like those associations. These associations can be directly through the formation of their own experience of consumers through advertising or word of mouth spread of information is linked to information obtained. Brand performance is a consumer product or service to meet the functional requirements of the external performance. Including brand inherent characteristics of products or services, as well as products and services related to the elements, specifically, the dimensions of brand performance based on characteristics of the product package insert and the additional features of product reliability, durability and maintainability; services the efficiency, effectiveness and service attitude: product style and shape: Price. Another dimension of the brand is the image content, brand image and products or services linked to external assets, including the brands to meet consumer needs in the psychological or social needs such as abstract. CBBE model referred to in the brand image but also by the characteristics of the four elements constitute the purchase of consumer channels and conditions of use; personality and values; brand history, tradition and development process. 3. About how to conduct the right brand responses, two aspects need to brand evaluation, referring to the enterprises should focus on the views of consumers about the brand consumer brand evaluation include quality, reliability, purchase consideration, superiority of the four aspects. Brand feeling. Refers to the emotional behavior of consumer brands. Including enthusiasm, entertainment, excitement, security, social recognition, self-esteem and other factors. 4. In creating the appropriate relationship between the consumer of a brand, the key is to create consumers about brands and brand resonance and the resonance can be decomposed into four dimensions of behavioral loyalty, referring to the frequency and number of repeat purchase: the attitude attributes. That consumers think the brand is very special, unique, and keen to love the brand and not converted into other similar brands. Sense of belonging that consumers have to contact the...

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