1. CBBE: Consumer Based Brand Equity
Objectives for each stage of Brand Development:
1. Identity: Deep, broad brand awareness
2. Meaning: Points of parity and difference
3. Response: Positive, accessible reactions
4. Relationships: Intense, active loyalty
Brand Salience: measures awareness of the brand
Depth: how likely it is for a brand element to come to mind
Breadth: the range of purchase and usage situations in which a brand element comes to mind.
Points of Difference: Attributes that consumers strongly associate with a brand, positively evaluate,
andbelieve they could not find to the same extent with a competitive brand.
Points of Parity: Not unique to a brand, but may be shared with other brands.
Brand Inventory: Includes… names, logos, characters, packaging, slogans, trademarks, inherent product
attributes or characteristics of the brand, pricing, communications, distribution policies
Brand Exploratory: provides detailed information as to how consumers perceive the brand – finds
sources of customer based brand equity
The Brand Value Chain: A structured approach to assessing the source and outcomes of brand equity
and the manner by which marketing activities create brand value
Brand Value Chain Creation Process:
1. Invest in marketing program
2. Associated marketing activity affects customer mind set
3. Mindset produces the brand performance
4. Investment community considers market performance
5.
Brand Equity Charter: Formalized company view of brand equity into a document
Brand Equity Report: Complementary approached based on the GAME plan which measures both input
and outcome metrics.

2. GAME plan:
G – Goal: Identity key brands for next fiscal period
A – Activity: Locate current status on baseline
M – Measurement: Allocate inputs with specific objectives
E – Evaluation: Assess all outputs
Brand Equity Responsibilities: Organizational design and structures reflect the growing recognition of
the importance of the brand and the challenges of managing brand equity.
Zaltman Metaphor Elicitation Technique (ZMET): A technique for eliciting interconnected constructs
that influence thought and behavior, based on a belief that consumers often have subconscious motives
for their purchasing behavior.
Brand Personality refers to the human characteristics or traits that can be attributed to a brand.
The Big 5
Sincerity - down to earth, wholesome, cheerful
Excitement – daring, spirited, imaginative and up to date
Competence – reliable, intelligent and successful
Sophistication – upper class and charming
Ruggedness – outdoorsy and tough
Advantages of Qualitative Techniques: Creative. Ascertain consumer perceptions that may otherwise
be difficult to uncover. Range in techniques is only limited by creativity.
Disadvantages of Qualitative Techniques: In-depth insights must be tempered by small sample sizes –
can’t make generalizations. Could be questions of interpretation.
Brand Dynamics:
In Millward Brand’s model consumers are placed into 5 difference brand responses: Presence,
Relevance, Performance, Advantage, Bonding – the model adopts a hierarchical approach to determine
the strength of the relationship a consumer has with a brand
The Equity Engine model is based in 3 dimensions of brand affinity – Authority, Identification, Approval
– combining brand affinity with measures of a brand’s perceived performance. The equity measure is
combined with price to provide a closer marketplace approximation of how consumers combine brand
associations to make decisions.

3. Four Pillars of BAV – Difference, Relevance, Esteem, Knowledge - BAV provides comparative measures
of equity value – it’s the world’s largest database of consumer-derived info on brands.
The Powergrid depicts the stages in the cycle of brand development, each with its characteristics pillar
patterns in successive quadrants.
Brand-Based Comparative Approaches are particularly applicable when the marketing activity under
consideration represents a change from past marketing of the brand.
Marketing-Based Comparative Approaches are statistical techniques well suited to determine whether
consumer response is specific to the brand.
Conjoint analysis applications – assess advertising effectiveness and brand value, analyzing brand or
price trade-off
Srinivasan, Park, and Chang’s model – uses 3 components – Brand Awareness, Attribute perception
biases, and non-attribute preference - to measure brand equity based on the “multi-attribute attitude
model”
Types of Valuation Approaches: (calculating the financial value of a brand)
Accounting Background:
Cost Approach: Brand Equity is the amount of money that would be required to
reproduce or replace the brand
Market Approach: The present value of the future economic benefits to be derived by
the owner of the asset
Income Approach: The discounted future cash flow from future earnings stream for the
brand
Valuation Approaches:
Market Segmentation: Split consumer market for brand into homogenous groups
Financial analysis: Identify & forecast revenues and earnings from tangibles generated by the
brand for each of the distinct segments.
Demand analysis: Assess the role the brand plays in driving demand for products & services
Competitive Benchmarking: Determine competitive strengths and weaknesses to the brand to
derive the brand’s specific discount rate
Brand Value Calculation: Calculate the brand value as the NPV of forecast brand earnings,
discounted by the brand discount rate

4. The Brand Product Matrix:
Brand Line – all products sold under a particular brand – may include different brands or a single
family brand or individual brand that has been line extended.
Brand portfolio – set of all brands and brand lines that a particular firm offers for sale to buyers
Breadth of Branding Strategy – Breadth of Product Mix:
3 categories determine inherent attractiveness of a product category: Aggregate market factors,
category factors and environmental factors
Combining Brand Elements from Different Levels: Primary brand elements should convey the main
product positioning and points of difference… secondary brand elements convey a more restricted set of
supporting associations, such as points of parity or perhaps an additional point of difference.