CBBE Pyramid

Question 1

What are the levels of the CBBE pyramid?

Answer 1

L1: Salience
L2: Performance, Imagery
L3: Judgements, Feelings
L4: Resonance

Question 2

What is brand recognition and recall? (L1)

Answer 2

Recognition: ability to confirm prior exposure to the brand on cue
Recall: ability to retrieve brand from memory (top of mind) or when given a prompt (aided)

Question 3

What is brand knowledge?

Answer 3

Whether a customer has positive or negative knowledge of the brand. It is created though brand awareness and brand image.

Question 4

What is brand awareness?

Answer 4

A consumers ability to identify a brand under different conditions (recognition or recall)

Question 5

What is brand image? List 4 attributes

Answer 5

The associations and perceptions of a brand within consumer memories. This includes benefits, product-related attributes, non product attributes (imagery personality, feelings), and attitude

Question 6

What are brand attributes? Can you list some?

Answer 6

Descriptive features that characterise a product or service (product related or not)

Product related: size, features, design, contents
Not: price, user and usages (demographics), feelings personality, the benefit of the brand (functional, symbolic, experiential)

Question 7

What is brand salience?

Answer 7

Measures a brand’s awareness, how easily it can be evoked. Also includes brand meaning, such as its product service and style. This also includes evoked brand imagery

Question 8

What is brand judgements? (L3)

Answer 8

Consumer opinions and evaluations of the brand are formed by putting together performance and imagery associations.

Includes: quality, credibility, superiority, and priority

Question 9

What does brand feelings describe? (L3)

Answer 9

Emotional responses and reactions, whether theyre experiential and immediate (short term) or private and enduring (long term, symbolic)