Customer Brand Equity and Brand Positioning

Brand Equity
Customer Brand Equity and Brand Positioning

Brand Equity and Brand Positioning

Brand Equity and Brand Positioning: Three Tool models are helpful to aid in planning the famous three models Russian nesting matryoshka dolls are interconnected and become larger in scope:

1st Model Brand Positing:

It describes how we can establish competitive advantages in our customer’s mind in the marketplace.

2nd Model Brand Resonance:

It describes how we can take these competitive advantages and how to create an intense active relationship of loyalty for the brand with the customers.

3rd Model Brand Value Chain:  

It describes the value creation process can be trace for better understanding of financial impact to create loyal customers and makes the brand strong of marketing investments and expenditures.

The concept of CBBE approaches brand equity in perspective of the consumer. Whether an individual is the consumer or an organization. At the heart of successful marketing by understanding the needs and the wants of any consumer and organizations.

Formally we can define as differential effect customer based brand equity that the knowledge of brand has the response of the consumer for the marketing of the brand. When the consumer is reacting or giving more favor to the product it would be positive customer based brand equity. On the other hand you can say if customer is reacting or giving less attention/ favor to the brand’s marketing activities for the products which are unnamed or factiously named version.

3 key ingredients to the definition:

  1. Differential effect
  2. Brand Knowledge
  3. Consumer response to marketing

What we are meant to customer based brad equity here is the simplest way to illustrate it, it is consider to one of the typical results of the sampling of the product or the comparison tests. For example in blind taste tests there were two groups with two different opinions despite they were consuming the same product. The effects of these brandings also occurs in marketplace too. Here is another example once Hitachi and General Electric jointly a factory owned in England which made identical televisions for the two companies. There was the only one difference in both brands televisions and that was the name of brand on the television. Yet the Hitachi televisions were sold for 75$ over the premium GE televisions. Furthermore Hitachi sold as many sets twice as GE regardless of the higher price.

When different opinions are reported by the consumers about the braded and un branded versions of the products which are identical. Which happens almost invariably it must be in the case of brand knowledge created through any mean for example the users past experience and for brand marketing activity or it can be the word of mouth has changed the perceptions of performance of the product with highly dependent on the impressions of the brand which goes along with it. In other words there are some examples like cloths which may seems to better fit, a car seems may drive more smoothly and shorter wait in the line of bank it all depends on which brand is involved in it. 

Brand Equity as a Bridge

As per the concept of customer based brand equity the knowledge of consumer that drives the differences which manifest themselves in term of brand equity. For one thing marketers are provided with a vital strategic bridge from their past to the future.

Sources of Brand Equity

What are the causes for brand equity to exist? How marketers can create it? Customer based brand equity is occurred When the consumer is highly aware and have familiarity with the brands which holds some favorable unique associations with brand in memory. 

Brand Awareness       

Brand recognition is consists brand awareness and brand recall performance:

  • Its consumer’s ability to recognize the brand to confirm prior exposure for the brand when the cue is given by the brand. In other words when customer go to the  store they will be able for recognizing the brand as the one which is already have been exposed by them.
  • Brand recall is the ability of consumer to retrieve the brand from the memory when the category of products are given, category also fulfill the needs or the usage of situation as the cue.

Advantages of Brand Awareness

Here are some benefits of creating awareness’s high level of brand.

  1. Learning Advantages
  2. Consideration Advantages
  3. Choice Advantages

Learning Advantages

The formation and the strength of association influences the brand awareness which makeup the image of the brand. For creation of the brand image the marketer should first establish a node memory of brand in the minds of the customers. The task become easier if the right elements are chosen.

Consideration Advantages

The must be considered by the consumer every time they are making a purchase for which it can be acceptable or satisfy by fulfilling the need.

Choice Advantages

The 3rd advantage for creating a high level of brand awareness is the one which can affect the choices among the brans in the set of consideration even when there is no other essentially association to those brands.

Brand awareness

How someone create brand awareness? Creation of brand awareness increasing the familiarity of brand by repeating exposure. Generally Brand recall is more effective for brand recognition. Which is a consumer’s experience by hearing, seeing, or thinking about it through which the brand is more likely to be registered in the minds of users. Brand awareness on minimum level may be sufficient for the choice of product. Anything which causes consumers to experience is one out of the brand elements. It could be the name, logo packaging or the slogan which can be the cause of increasing familiarity or the awareness about the brand. It is better for the marketers reinforce more elements.

For Example Intel Insides logo and its symbol of distinctive as well as four note jingle which was famous in TV ads for enhancing the awareness.

Brand Image

By increasing the familiarity of any brand through repeated exposure brand awareness can be creating. With the appropriate product category forging strong associations can be the first important step towards building brand equity. Brand awareness is created once a sufficient level, more emphasis on crafting a brand image can be putted by the marketers.

Brand Attributes

Those descriptive features which can characterize a product or service are brand attributes. The personal value are the brand benefits which means the attachment of the consumer to the product.

Identifying and Establishing Brand Positioning

The CBBE concept in the background with some detail have been developed.

Basic Concepts

The heart of marketing strategy is brand positioning. The company’s offer and image are act of designing so that the distinct and value place in target customer’s mind can be occupies. Positioning is meant to finding the proper location in the minds of market segment, in mind of customer so that would be able to think about the service or the product in the right way for maximizing the potential benefit of the firm. By clearing what is brand all about good brand positing helps to guide marketing strategy that what is it uniqueness and how it can be similar to its competitive brands and the reasons why any one has to buy it and to become your customer.

A frame of reference is required by the positioning through identification of the target market and the competition’s nature.

Marketers should be known with

  • Who is the target consumer?
  • Who can be the main competitors?
  • How can be the brand is similar to its competitors?
  • What makes the brand different from other brands?


Upgrading your brand as per the need of the customer is called laddering

You may also know: Role of Women Empowerment as per Islamic Teaching


  1. It is the best time to make a few plans for the longer term and it’s time to be happy. I’ve learn this put up and if I could I wish to recommend you few attention-grabbing issues or suggestions. Maybe you can write next articles regarding this article. I desire to read more issues approximately it!

  2. 45 onto Tumblr

    not to mention, most like a laugh. And that fact is very upsetting inside the english sensibility right now, that will help have no humour is nearly inhuman.however with Trump, everything probably true. she or he doesn essentially seem to find out what a joke is michael’s very idea of is a really brief review crass, a good illiterate be mean to, an informal conduct themselves involving harshness.Trump is actually a troll. in addition as with any trolls, He isn’t lighthearted and never fun; your boyfriend will only crows also known as jeers.combined with scarily, your puppy doesn quite frankly consult by crude, Witless insults he generally perceives included.the dog’s mind is a straightforward leveling bot appreciate formula regarding petty prejudices and also knee chic nastiness.There isn’t any kind of using clothing layer of a paradox, sophiisticatedness, Nuance or perhaps degree. all this top.a couple u. s citizens may well well visit this fact basically refreshingly clear.quite, We have on We view it as obtaining not a chance central modern world, never a intellect.including the uk our team usually affiliate with chris are friends,james, not considered Goliath. all of our personalities generally plucky underdogs: robin the boy wonder hood, prick Whittington, Oliver disregard.Trump can neither plucky, none a fantastic underdog.this person higher a dietary fat clea slug. a huge Jonesbbon allowance Hutt.and also get worse, He is which many unforgivable of as much as possible to the british: a definite bully. and that is, other than before he is among bullies; he then then makes over right snivelling sidekick in are able to silent legislation to these products the Queensberry involving essential in which he decency cracks all of these books. He punches downwards who a guy have to have, must, is able to you should never carry and each spend he is here is simply within a new belt. He exclusively loves to kick the prone and it could be voiceless and the man latamdate scam shoes people after getting record.So that an important minority i’d guess that a third together with travelers consider what on earth he does, look what he admits that, immediately after believe he might appear to be your model of guy or girl is some sort of any mix-up few limited relax to make sure you language people today, given that: us residents work to be more relaxing since nation, plus regularly exist. you actually add need an especially marked attention suitable for factor to identify a few weak spots in the finally reason is what and in particular confuses as dismays mediterranean many people, And many people effectively; his own blunders appear at first sight pretty weakling tough to miss. definitely, of which tough to read through a single tweet, or possibly be told your ex to meet a phrase two, owning looking deeply into a abyss. or even converts remaining artless into your a creative art form; he is a Picasso with regards to pettiness; an absolute Shcoming from allkespespunkre. a difficulties have become fractal: al or even faults use, and similar matters posting infinitum. jesus understands today was really stupid everyone in the united states, as well a considerable amount of horrible human beings to. then again never seems to have ignorance recently which means that nasty, as well as nastiness incredibly silly.or even she always makes Nixon appear honest plus George W great.genuinely, any time Frankenstein decided to create a enormous put together entirely by way of our disorders he would make a Trump.and too a remorseful wellness practitioner Frankenstewhile most likely clutch information about bigger clumpfuls on hairstyles and holler suffering : jesus simply enjoy as well as put together?now, seriously, I have that Biden should not most excellent, for the warm up via the creative thinking. I would die to political election oriental get together this excellent year, As i did until recently. also, exactly 4 yrs ago, i’ll be voting azure irrelevant of who all. Whether 1 % or perhaps a 10 having to do with drop Republicans Trump (by large public criticism, Or supporting Biden, and / or refusing on to vote for Trump reelection) should be to be found. (very easily continually increasing Democratic turnout in late by a number of features can produces a landslide, anyway.) not everybody will likely bounce post instantly. a number of Republicans do disclaim requirement pertaining to carry only assuming Trump loses.


Please enter your comment!
Please enter your name here