Mata kuliah : J0802 - Produk dan Merk
Tahun : 2010
Ekuitas Merek Berbasis Pelanggan
Pertemuan 08

Outline
• Konsep CBBE (Customer Based Brand Equity)
• Model CBBE

CBBE (Keller)
CBBE defined as :
“The differential effect that brand knowledge has on consumer response to the marketing of that brand”

Marketing Advantage of Strong Brand

Making a Brand Strong
The key: “Brand Knowledge”
Brand knowledge creates a differential effect  is the sources of brand equity

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

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

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

Advantages of Brand Awareness
• Learning Advantages
• Consideration Adavantages
• Choice Advantages

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