Ekuitas Merek Berbasis PelangganPertemuan 08

Mata kuliah : J0802 - Produk dan MerkTahun : 2010

Outline

• Konsep CBBE (Customer Based Brand Equity)• Model CBBE

CBBE (Keller)

CBBE defined as :“The differential effect that brand knowledge has on consumer response to the marketing of that brand”

Marketing Advantage of Strong Brand

Making a Brand Strong

The key: “Brand Knowledge”Brand knowledge creates a differential effect

is the sources of brand equity

Brand Knowledge

Brand knowledge have two components:• Brand Awareness• Brand Image

Brand Awareness Is related to the strength of the brand node or trace in memory, which we can measure as the consumer ability to identify the brand under different condition.

Brand Image Is consumer perception about a brand, as reflected by the brand assosiations held in consumer memory

Sources of Brand Equity

CBBE occurs when the consumer has a high level of awareness and familiarity with the brand and hold some strong, favorable and unique brand assosiations in memory

Brand Awareness

Brand awareness consist of: Brand Recognition Brand Recall Performance

Brand Recognition is consumer’s ability to confirm prior exposure to the brand when given brand as a clue

Brand Recall Performance is consumer’s ability to retrieve the brand from memeory ehen given the product category

Advantages of Brand Awareness

• Learning Advantages• Consideration Adavantages• Choice Advantages

Brand Knowledge:

• Brand awareness (Strength of Node in Memory)High level of awareness and familiarity : i.e : brand

recognition (strong exposure), Brand Recall (strong assosiation with the product category or the other cues

Learning Advantages – consideration advantages- choice advantage