Laddering and CBBE Model

Question 1

What is laddering?

Answer 1

chain gives a meaning to a brand (in terms of characteristics, benefits, associations, values

Question 2

How do consumers make choices?

Answer 2

Consumers choose those products that offer them the most of benefits and/or that are really linked to their central values & beliefs

Question 3

Laddering is the result of:

Answer 3

Points of difference and points of parity

Question 4

When should laddering be used?

Answer 4

If brand differentiation on attributes and advantages becomes impossible uncovers underlying consumer motivations for a brand

Question 5

What is the relation between brand levels on laddering?

Answer 5

Brands have certain attributes
Consumers connect benefits to the certain attributes of a brand
Benefits are seen as more beneficial when they align with the consumers’ central values

Question 6

Name the laddering levels

Answer 6

product or brand attribute (thing)
functional benefit (outcome)
emotional benefit (feeling)
values (self)

Question 7

What is the CBBE model?
Customer based brand equity-model

Answer 7

4 step model used in brand building answering 4 questions

Question 8

What questions should be answered by the CBBE model?
Customer based brand equity-model

Answer 8

Who are you? (brand identity)
What are you? (brand meaning)
What about you? And what do I think about it? (brand response)
What about us? What kind of associations do I have and do I want a relation with you? (brand relation)

Question 9

What is mindshare?

Answer 9

refers to question 1 who are you part of the evoked set in a specific category which means people take brand into account when purchasing something in product group

Question 10

What is heartshare?

Answer 10

second level of cbbe pyramid the purpose of creating Heartshare is to build strong, positive and differentiating brand associations.
can be functional and emotional

Question 11

What are the things heartshare represents?

Answer 11

performance and imagery make up level 2 of CBBE pyramid

Question 12

What is brand preference?

Answer 12

consumers develop a preference for one or a couple of brands, because this/these brand(s) do answer the specific needs and desires of a consumer

Question 13

What is brand behavior?

Answer 13

the ultimate goal of a successful positioning is to create a strong brand, that consumers WANT to buy

Question 14

What are the 3 brand behavior levels?

Answer 14

buying intention: the degree to which a consumer is planning to buy a brand
brand loyalty: consumers often have one or a selected set of brands they always buy/use (repeat purchases)
brand ambassadorship: positive WOM, high NPS

Question 15

What is brand salience?

Answer 15

measures the knowledge with regard to the brand

Question 16

What does brand salience measure?

Answer 16

extent is the brand known, what about direct associations with regard to performance, needs, culture

helps understand in which product or service category the brand is operating and which products or services are sold under the brand name

Question 17

What would products be in brand equity?

Answer 17

the core and impacts how brand is performing in eyes of the customer

Question 18

How do products/services relate to brand performance?

Answer 18

brand performance is achieved through effectiveness and efficiency highlighting 5 attributes

Question 19

what are the 5 brand performance attributes?

Answer 19

Primary characteristics
Reliability, sustainability, etc.
Effectiveness, efficiency and empathy
Style and design
Price

Question 20

What is brand imagery?

Answer 20

brand imagery has to do with how the brand tries to fulfill the needs of the customers and has intangible attributes

Question 21

What are the intangible attributes of brand imagery?

Answer 21

User profiles
Purchase and usage situations
Personality and values
History, heritage and experience

Question 22

What are brand judgements?

Answer 22

personal opinions and evaluations of customers about a brand within a target group.

Question 23

Name the 4 attributes of brand judgements

Answer 23

(1) quality
(2) credibility
(3) consideration
(4) superiority

Question 24

What are brand feelings?

Answer 24

6 emotional reactions of customers triggered by brand

Question 25

what are the 6 emotional brand feelings?

Answer 25

1. warmth feeling of rest peace
2. fun cheerful
3. excitement
4. security
5. social approval
6. self respect feeling better about oneself or pride.

Question 26

What is resonance?

Answer 26

kind of relationship between the customer and the brand
Brand resonance can be described by looking at the intensity, and the depth of the psychological relationship customers do have with a specific brand, together with the behaviour triggered by this ‘bond