Which of the following levels of the Customer Based Brand Equity pyramid refer to customers' subjective/personal responses to the brand's marketing?

Question

BlackTom AI · Accepted Answer

The question asks which level of the Customer-Based Brand Equity (CBBE) pyramid corresponds to customers' subjective or personal responses to the brand's marketing.

Option A: imagery. Imagery deals with a brand’s mental associations, including images, brand personality, and brand awareness in consumers’ minds. It is about the more cognitive and visual connections rather than personal judgments about the brand.

Option B: judgments. Judgments are consumers’ personal evaluations and opinions about a brand, including quality, credibility, value, and superiority. These are indeed subjective responses to the brand and its marketing efforts.

Option C: performance. Performance concerns the functional brand-related cues such as reliability, durability, and product/service quality. While important, it is more about attributes and outcomes than subjective reactions to marketing messages.

Option D: positioning. Positioning refers to how the brand is perceived relative to competitors in the target market, i.e., the strategic space the brand occupies. It’s about market stance rather than individual subjective reactions to marketing content.

Option E: salience. Salience is about brand awareness and how easily the brand is noticed or recalled. This is about memory and recognition, not personal, subjective responses to marketing.

In summary, judgments capture the personal assessments and feelings a consumer forms in response to marketing, making it the correct level. The other options describe cognitive, attribute-based, or memory-related aspects of branding rather than subjective evaluations arising from marketing communications.

2025FallDYN-T-MKT540-86960 Concept Check

Which of the following levels of the Customer Based Brand Equity pyramid refer to customers' subjective/personal responses to the brand's marketing?

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