Week 7: Case Study Analysis, Keller's CBBE Pyramid

Week 7 (Keller case) applies Keller's customer-based brand equity (CBBE) pyramid from Week 7 (brand equity and broadcast media) to two real brands: Starbucks and Apple. The theory is briefly repeated, then each level of the pyramid is filled in for both brands, and the lecture shows how advertising messages can be linked to particular stages of the pyramid.

Recap: Keller's brand equity model (CBBE pyramid)

The pyramid has a rational route on the left (performance leading to judgments) and an emotional route on the right (imagery leading to feelings). Both routes lead to resonance at the top. A brand analysis fills in each block with concrete evidence of how customers see the brand.

Case 1: Starbucks

Level 1, brand identity (salience). Key question: who is Starbucks? What customers immediately associate with the brand:

• A global premium coffeehouse brand.
• A consistent store atmosphere: the "third place" between home and work.
• The recognisable green siren logo.
• Wide accessibility through thousands of stores worldwide.
• Personalised beverages ("your drink, your way").

In the Starbucks brand resonance pyramid the salience base is summarised as: highly accessible and convenient, ideally anywhere and anytime. Both depth (instant recognition of logo and stores) and breadth (it comes to mind for morning coffee, study sessions, meetings and treats) are high.

Level 2, brand meaning. This level splits into performance and imagery.

A. Performance: what Starbucks does for customers

• High-quality coffee and beverages.
• Wide product variety: espresso drinks, teas, bakery, snacks and seasonal items.
• Consistent taste and service across locations.
• Comfortable store ambiance with Wi-Fi, music and seating.
• Mobile ordering and Starbucks Rewards for convenience (the lecture shows mobile ordering as a performance example, e.g. "How do you prefer your Starbucks coffee? Hot or cold" with order-now buttons).

In the pyramid graphic, performance is summarised as quality ingredients, exotic variety, personalised service and a comfortable atmosphere.

B. Imagery: how Starbucks meets psychological needs

• A lifestyle brand associated with modern, urban and social culture.
• A place for studying, working, meeting and relaxing.
• An eco-conscious image: recycling, ethical sourcing and social responsibility (the Starbucks responsibility pages and "Make the change" eco-friendly ad).
• A premium but approachable brand personality.

In the pyramid graphic, imagery is summarised as sophisticated and elegant, casual and comfortable, the "third place", and progressive and cool.

Level 3, consumer responses. This level splits into judgments and feelings.

A. Judgments: customers' personal evaluations

• Quality: seen as high-quality, premium coffee.
• Credibility: trustworthy, consistent and reliable.
• Consideration: often the first-choice coffee brand.
• Superiority: viewed as superior to many competitors in experience and customisation.

B. Feelings: emotional responses Starbucks evokes

• Warmth and comfort (cosy store atmosphere; seasonal ads like "Comfort to the core").
• Excitement (seasonal drinks such as the Pumpkin Spice Latte; ads like "All the fall feels").
• Social connection (meeting spot, community place).
• Sense of prestige (premium lifestyle association).

The pyramid graphic lists the feelings as warm, fun, relaxation and romantic indulgence.

Level 4, brand resonance. The top of the pyramid: a deep psychological bond with customers. Starbucks achieves:

• Behavioural loyalty: repeat purchases, part of daily routines.
• Attitudinal attachment: people "love" Starbucks.
• Sense of community: Starbucks Rewards members, online fan culture, brand rituals.
• Active engagement: posting drinks on social media, creating custom drinks, collecting Starbucks merchandise (tumblers, cups).

Starbucks video ads discussed in the lecture: "It starts with you", "Every table has a story", "A little kindness in drive thru", "Meet me at Starbucks" and "Make the change" (eco-friendly).

Case 2: Apple

Brand identity (salience): who is Apple? Apple is a premium, innovative, design-driven technology brand. Customers instantly recognise Apple for:

• Minimalist design.
• Ease of use.
• High-quality devices.
• A distinctive ecosystem (iPhone, Mac, iPad, Watch, etc.).
• Emotional appeal around creativity and lifestyle.

Salience is extremely high: people think of Apple immediately when thinking of "smartphones", "premium tech" or "innovation". This shows both depth and breadth of awareness across several product categories.

Brand meaning: what is Apple?

Brand response: what do customers think and feel about Apple?

• Judgments: quality very high; credibility (trustworthy, expert, innovative); consideration (a top choice for most consumers); superiority (seen as superior in design, ecosystem and usability).
• Feelings: confidence, excitement, pride, social approval and a sense of belonging (the Apple community and ecosystem loyalty).

Brand resonance: strong relationship and loyalty. Customers show:

• High loyalty: repeat and systematic iPhone buyers; ecosystem lock-in.
• Active engagement: Apple communities and content creation.
• Attachment: emotional connection to the products.
• Advocacy: Apple users often recommend it to others.

Apple is one of the few brands with genuine brand resonance: customers feel bonded with the brand beyond their product needs. A simplified Apple pyramid in the lecture summarises this as: identity, a premium innovative tech brand; imagery, a modern, creative, aspirational lifestyle; performance, high-quality, secure and reliable devices; resonance, strong loyalty, advocacy and community.

Comparing Starbucks and Apple

Both brands show Keller's duality: they appeal to the head (performance and judgments) and the heart (imagery and feelings), and they have richness (many associations). Both also use a loyalty or ecosystem mechanism (Starbucks Rewards, the Apple ecosystem) to turn responses into resonance.

Linking advertising messages to stages of the pyramid

The lecture asks students to identify an advertising message and relate it to a stage of Keller's pyramid. A worked illustration with the Starbucks examples from the lecture (own interpretation):

How to analyse a brand with the CBBE pyramid (method)

1. Salience: describe what customers immediately associate with the brand and in which categories and situations it comes to mind.
2. Performance: list the functional attributes and service aspects customers value.
3. Imagery: describe user profiles, usage situations, personality and values, and heritage.
4. Judgments: assess perceived quality, credibility, consideration and superiority.
5. Feelings: identify which of the six feelings the brand evokes.
6. Resonance: look for evidence of loyalty, attachment, community and engagement.
7. Diagnose: find the weakest block and link communication (which message, which medium) to strengthening it, remembering that resonance cannot be built without the lower blocks.