cbbe apple presentation
Post on 09-Jan-2017
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By;
Bachu Vinay Chaithanya
Customer Based Brand Equity (CBBE) of APPLE
2.2
Customer-Based Brand Equity Pyramid (APPLE)
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Sub-Dimensions of CBBE Pyramid
LOYALTYATTACHMENTCOMMUNITYENGAGEMENT
QUALITY CREDIBILITYCONSIDERATIONSUPERIORITY
WARMTHFUNEXCITEMENTSECURITYSOCIAL APPROVALSELF-RESPECT
CATEGORY IDENTIFICATIONNEEDS SATISFIED
PRIMARY CHARACTERISTICS &SECONDARY FEATURES
PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS, EFFICIENCY & EMPATHY
STYLE AND DESIGN PRICE
USER PROFILESPURCHASE & USAGE
SITUATIONSPERSONALITY &
VALUESHISTORY, HERITAGE & EXPERIENCES
SALIENCE (CATEGORY IDENTIFICATION
NEEDS SATISFIED)
Industry : Consumer ElectronicsProducts: iPhone, iPad, iPod, iMac
Founder : Steve Jobs, Steve Wozniak, Ronald Wayne
Apple isn’t selling you an Product. They are selling you an experience with the products.
For Example, They are inviting you to experience the Apple lifestyle and to become part of the iPod community. Use any other MP3 player and you’ll hear good music. Use an iPod and you’ll feel good. You’ll fit in.
Product features don’t create fans. The focus on what people do and show how they feel using Apple’s stuff.
APPLE – THINK DIFFERENT
Performance
Imagery
• Greater Support for Multi Tasking
• User Friendly
• Speed Performance
• Unique Operating System
• Serviceability
• Long Lasting
• Social Status
• High End Products
• Brand Loyalty
• High Quality
• Cutting Edge Technology
• Exclusivity
• Negative image due to Foxconn Scandal
• Steve Jobs as face of the brand
Judgements Feelings
• High Quality (Precision & Engineering)
• Quality at the premium price
• High Service costs
• Product Centric rather than customer
centric
• Intense Active Loyalty
• Possessing a premium product
• Customer Satisfaction
• Feeling Proud, Comfortable, Satisfied
• Accessories are highly priced
Apple is a great brand and customers adore it but then the price always comes into picture. The price is there to differentiate it from others but that also prevents it from being more accessible.
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
Apple has brand loyalty that most companies can only dream of.
Apple isn’t the first company to release a product, but it can certainly lay claim to being the first company to release a successful version of that product.
Whenever Apple has problems with its products, its customers are incredibly forgiving and patient.
Customer Engagement Model:
• Creating a channel for customer experience• Designing An Environment For Customers To “Hang Out”• Minimizing Customer Service Problems With Tight Quality
Control• View Customer Management as a Long Term Investment
RESONANCE
The Apple Brand Strategy• Centralised marketing team
• A store just for apple
• Media fodder
• Education sales
• Varied products
• New innovations and attractiveness
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