Laddering and CBBE Model Flashcards
What is laddering?
chain gives a meaning to a brand (in terms of characteristics, benefits, associations, values
How do consumers make choices?
Consumers choose those products that offer them the most of benefits and/or that are really linked to their central values & beliefs
Laddering is the result of:
Points of difference and points of parity
When should laddering be used?
If brand differentiation on attributes and advantages becomes impossible uncovers underlying consumer motivations for a brand
What is the relation between brand levels on laddering?
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
Name the laddering levels
product or brand attribute (thing)
functional benefit (outcome)
emotional benefit (feeling)
values (self)
What is the CBBE model?
Customer based brand equity-model
4 step model used in brand building answering 4 questions
What questions should be answered by the CBBE model?
Customer based brand equity-model
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)
What is mindshare?
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
What is heartshare?
second level of cbbe pyramid the purpose of creating Heartshare is to build strong, positive and differentiating brand associations.
can be functional and emotional
What are the things heartshare represents?
performance and imagery make up level 2 of CBBE pyramid
What is brand preference?
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
What is brand behavior?
the ultimate goal of a successful positioning is to create a strong brand, that consumers WANT to buy
What are the 3 brand behavior levels?
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
What is brand salience?
measures the knowledge with regard to the brand
What does brand salience measure?
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
What would products be in brand equity?
the core and impacts how brand is performing in eyes of the customer
How do products/services relate to brand performance?
brand performance is achieved through effectiveness and efficiency highlighting 5 attributes
what are the 5 brand performance attributes?
Primary characteristics
Reliability, sustainability, etc.
Effectiveness, efficiency and empathy
Style and design
Price
What is brand imagery?
brand imagery has to do with how the brand tries to fulfill the needs of the customers and has intangible attributes
What are the intangible attributes of brand imagery?
User profiles
Purchase and usage situations
Personality and values
History, heritage and experience
What are brand judgements?
personal opinions and evaluations of customers about a brand within a target group.
Name the 4 attributes of brand judgements
(1) quality
(2) credibility
(3) consideration
(4) superiority
What are brand feelings?
6 emotional reactions of customers triggered by brand
what are the 6 emotional brand feelings?
- warmth feeling of rest peace
- fun cheerful
- excitement
- security
- social approval
- self respect feeling better about oneself or pride.
What is resonance?
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
