Ekuitas Merek Berbasis Pelanggan Pertemuan 08
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Ekuitas Merek Berbasis PelangganPertemuan 08
Mata kuliah : J0802 - Produk dan MerkTahun : 2010
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Outline
• Konsep CBBE (Customer Based Brand Equity)• Model CBBE
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CBBE (Keller)
CBBE defined as :“The differential effect that brand knowledge has on consumer response to the marketing of that brand”
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Marketing Advantage of Strong Brand
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Making a Brand Strong
The key: “Brand Knowledge”Brand knowledge creates a differential effect
is the sources of brand equity
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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
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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
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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
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Advantages of Brand Awareness
• Learning Advantages• Consideration Adavantages• Choice Advantages
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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