Figure 2.5.2: Customer Based Brand Equity Pyramid
Adapted from Keller (2001)
This concept analyses the level reached by the consumers regarding the brand. It may be used in the case of ‘Made in Moris’ whereby the AMM will analyse the CBBE pyramid, vis-à-vis the brand perceptions. The brand strength results into brand commitment at a later stage.
2.5.3 Brand loyalty or brand attachment
This part deals with the sources of brand equity that is the brand recognition and brand image.
Brand awareness comprises of brand recognition and brand recall whereby consumers will remember the brand name, along with its specialties via the products being offered. Even the brand mantra plays an important role in brand recall. Thus, for the collective brand, consumers will remember the products by the brand name ‘Made in Moris’ and its famous campaign ‘ena nou lamain ladan’. The use of Creole language may be because AMM is targeting the whole
Mauritian population, rather than a particular segment. Also, the brand image must be favourable so as to attract consumers.
2.5.4 The Young and Rubicam’s Brand Asset Valuator (BAV)
The BAV model of Young and Rubicam measures the brand value about the progression systematically, about the brand development. It considers four factors namely differentiation, relevance, esteem and knowledge. Therefore, the BAV model may be used to have a progressive report of the collective brand.
2.6 Global Context- countries making use of the ‘Made In’ concept