Kshitz Gautam # 12110MBA Fall 2012

Sujan R. ShresthaBrand Management Assignment Q1

CBBE Pyramid is a model developed by Kevil Lane Keller. It states that in order to bring a strong brand, one must shape how consumers think and feel about the product. Brand must be built in a way that provides right type of experiences to the customers. The customers must have specific, positive thoughts, feelings, beliefs, opinions and perception about the brand that satisfies their needs.

Source: http://www.vizual.net

Brand Identity

The first step of this model is creating brand resilience or awareness amongst consumers. In this phase we must define our market segment and identify our consumers. We must develop a unique selling proposition. At the end of this phase, the consumers must not only be aware of the brand but also see us as the product that can satisfy their need.

Brand Meaning

In the second step we communicate what our brand means. This is done via our brand performance and imagery. Brand performance is a function of primary characteristics and features; product reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and design; and price. Imagery is how well the brand meets the customers' needs on social and psychological level. In this phase we identify the gap on where we are and where we want to be and improve and performance and imagery to bridge the gap.

Brand responses

In third step we identify our customers feeling and judgment towards our brand and improve on it. According to this model, the customers judge on quality, credibility, consideration and

Kshitz Gautam # 12110MBA Fall 2012

Sujan R. ShresthaBrand Management Assignment Q1

superiority. The feelings invoked are warmth, fun, excitement, security, social approval, and self respect.

Brand Relationship

In the last step we create brand resonance or the position where customers feel a deep, psychological bond with the brand. Brand resonance is attained when a brand achieves these four factors: behavioral loyalty or the tendency to repeat purchase;, attitudinal attachment or the feeling that product is a special purchase; sense of community or a notion that customer who has the product belong to a special community; and active engagement or when customers actively engage with the brand even when they are not purchasing or consuming it.