Keller's CCBE model - a great way to develop a personal brand!

Keller creates a Customer Based Equity (CBBE) model to explain what makes a strong brand based on the premise of ensuring customers have strong, favourable, unique associations linked to the brand. This model provides a very useful basis for you developing your own brand!

This model should be implemented in building blocks, so don’t take any short cuts! This is because: we cannot establish meaning unless we have created identity; there cannot be responses unless we have developed the meaning; and we cannot forge a relationship unless we have the proper responses.

Identity:  It is vital to establish salient cues so that the brand can be easily recalled and recognised under different conditions. Brand salience measures awareness of the brand.

Brand awareness gives the product an identity by linking brand elements to a product category and associated purchase and usage situations.
  - Depth (how likely it is for a brand element to come to mind)
  - Breadth (range of purchase and usage sits in which the brand element comes to mind depends largely on the organisation of brand and product knowledge in memory)

Meaning: established by linking tangible and intangible brand associations with certain properties

Performance  -  The product itself is at the heart of brand equity because it is the primary influence on what consumers experience with a brand. To create brand loyalty and resonance marketers must ensure consumer’s experiences with the product at least match expectations

How well the product meets consumer’s functional needs.
   - Primary ingredients, and supplementary features
   - Product reliability, durability, and serviceabilit
   - Service effectiveness, efficiency and empathy
  - Style and design

-         - Price

How do customers view performance?

-          - Reliability (consistency of performance over time from purchase)
            - Durability (expected economic life of the product)
            - Serviceability (ease of repairing product if needed)
            - Service

o   Effectiveness (how well the brand satisfies consumer’s service requirements)

o   Efficiency (speed and responsiveness of service)

o   Empathy (extent to which service providers are seen as having the customer’s best interests in mind)

-          - Aesthetic considerations

-         - Pricing (customers may organise their product category knowledge in terms of the price tiers of diff brands).

Image - Intangible aspects of the brand inc ways brand attempts to meet customers’ psychological or social needs
   -  User profiles
   -  Purchase and usage situations
  - Personality (eg lively and exotic) of brand
   - Values (sincerity, excitement, competence, sophistication, ruggedness) of brand
   -  History, heritage and experience of the brand

Responses

Judgements - customers’ personal opinions and evaluations of the brand (put together from brand performance and imagery)

Quality – overall evaluations of the brand
  - Credibility – in perceived expertise, trustworthiness, and likability
  - Consideration – depends on how personally relevant customers find the brand
  - Superiority – extent to which customers view the brand as unique  and better than other brands

Feelings - strongly evoked by transformational advertising (emotional branding)

Experiential:
   - Warmth
   - Fun
   - Excitement

Enduring:
     - Security
   - Social approval

            - Self-respect

Relationship – brand resonance

Intensity:
   - Attitudinal attachment (view brand as something special in broader context eg customers say they ‘love the brand’)
   -  Sense of community (may give brand broader meaning to the customer)

      Activity:
      - Behavioural loyalty (how often do customers purchase the brand and how much do they purchase) – this is necessary but not sufficient for brand resonance
       - Active engagement (customers are willing to invest time, energy, money etc in the brand beyond those expended during purchase or consumption of the brand eg join a club centred on a brand)

Bibliography 

Keller, K (2005) Strategic Brand Management (3ed), Ch 2: 'Customer Based Brand Euqity', Pearson International Ed. New Jersey.