Author : Gaspar Villard
In this article, we'll look at Keller's Brand Equity model, also known as the Customer-Based Brand Equity (CBBE), shaped as a pyramid.
The model helps to define the strength of a brand depending on the loyalty of its customers, their feelings and positive thoughts, opinions and perception. When the brand equity is strong, consumers will buy more and recommend the stores, being more loyal.
There are four steps of the pyramid defining the fundamental questions about a brand : Identity, Meaning, Response and Relationship. This article will compare these four steps.
The model helps to define the strength of a brand depending on the loyalty of its customers, their feelings and positive thoughts, opinions and perception. When the brand equity is strong, consumers will buy more and recommend the stores, being more loyal.
There are four steps of the pyramid defining the fundamental questions about a brand : Identity, Meaning, Response and Relationship. This article will compare these four steps.
1. The Identity
Leroy Merlin and Brico Dépôt are both famous retailers specializing in Do it yourself products and hardware tools. But Leroy Merlin is also selling garden and home improvement products. Consumers are well aware of the difference between the two brands. For instance, Brico Dépôt is famous for being a “depot” and based on a low cost model.
2. The Brand Identity
What do the clients think of those two brands? The main consumers of Brico Dépôt are construction builder and experts. It means that they don’t necessarily need advices and want product in deep quantity.
In the other side, Leroy Merlin is a more familial store for people of middle and upper class who want to change things at home by themselves. They are looking for a large range of products and the possibility to ask for advices to employees.
3. The Response
- The customers' responses to the brand fall into two categories: "judgments" and "feelings". The customers constantly make judgments about Brico Dépôt or Leroy Merlin.
- First the perceived quality of Leroy Merlin’s products is better because Brico Dépôt sells at cheaper prices (low cost model.
- In term of credibility, Leroy Merlin is more trustworthy and likable because of a closer relation to the consumers. But Brico Dépôt, whose working with experts and companies, benefits an expertise dimension.
- At last but not least, Leroy Merlin consumers prefer the goods advices and the large range of products whereas at Brico Dépôt there is not services and a complete autonomy.
4. The Relationship
Here the opposition is complete. Leroy Merlin focuses on a good relationship with its consumers thanks to a good and efficient after sale service. The brand is viewed as dynamic and modern, very dynamic on social network such as Facebook. For Brico Dépôt, there is no close relation because there is no service or minimum advisers into the stores. The target is experts who look for complete autonomy.
Source :
http://www.bricodepot-recrute.com/concept.php
http://france.leroymerlin.com/fr/leroy-merlin-france
http://www.kingfisher.co.uk/index.asp?pageid=2
http://www.insee.fr/fr/themes/document.asp?id=3469®_id=0
Source :
http://www.bricodepot-recrute.com/concept.php
http://france.leroymerlin.com/fr/leroy-merlin-france
http://www.kingfisher.co.uk/index.asp?pageid=2
http://www.insee.fr/fr/themes/document.asp?id=3469®_id=0
