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The Customer-Based Brand Equity CBBE Model

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The Customer-Based Brand Equity (CBBE) Model, developed by Kevin Lane Keller, offers a structured approach to understanding and enhancing brand value from the perspective of the consumer. The model emphasizes four key dimensions: brand salience, brand performance, brand imagery, and brand judgments, which together lead to brand resonance. By focusing on these elements, businesses can diagnose their brand’s strengths and weaknesses and devise strategies to strengthen their brand’s position in the market.

Describing the Product: The Customer-Based Brand Equity CBBE Model

The customer-based brand equity model, often simply referred to as the CBBE model, was developed by marketing professor Kevin Lane Keller. It’s a structured approach to understanding the process of building a strong brand equity. This model is sometimes referred to as the Keller model or Keller’s brand equity model.

Understanding the Brand Equity Pyramid

  1. Foundation of Brand: At the base of the brand equity pyramid is brand salience or brand awareness. It answers the question: How well are customers aware of your brand?
  2. Brand Meaning:
    • Brand Performance: How does the brand meet the customer’s needs?
    • Brand Imagery: How does a customer perceive your brand?
  3. Brand Response:
    • Judgment: How does a customer evaluate the particular brand?
    • Feelings: How do customers feel about a brand?
  4. Brand Resonance: The pinnacle of the pyramid. It’s about the bond or relationship with the brand. At this level, the resonance level affords a brand numerous opportunities. If customers see your brand positively, they’ll promote the brand to their friends.

Building Customer-Based Brand Equity

  • Start with Brand Awareness: Ensure that your brand name and identity is well-known. A brand should leave a lasting impression.
  • Develop a Strong Brand Image: Creating a brand identity involves defining the brand personality and ensuring that customers have positive brand associations.
  • Forge a Positive Relationship with the Brand: Encourage a positive relationship with a brand. This fosters customer loyalty.
  • Achieve Brand Resonance: This is the final goal. When customers perceive a brand positively, they become advocates. Creating brand resonance is about ensuring customers have meaningful experiences around your brand.

Why Choose the CBBE Model?

  • Simplicity: Despite the detailed nature of the model, the CBBE model is based on simple principles. This model is simple yet effective for brand strategy.
  • Strategic Brand Management: The model gives direction on how to build strong brand equity. It is a cornerstone for strategic brand management.
  • Universality: Whether you’re a startup or an established enterprise, the principles remain the same. Keller’s CBBE model is universally applicable.

The Keller brand equity model, also known as Keller’s CBBE, is more than just a theoretical framework. It’s a roadmap for businesses to build and nurture a strong brand equity. When you understand the levels of Keller’s CBBE and its principles, you can create a brand that resonates deeply with customers, setting your brand and your business apart in the marketplace. Utilizing this model helps in building brand equity and creating a great brand identity. Remember, it’s not just about how customers look at your brand, but also how they connect and stay loyal to it.

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