BRAND EQUITY EXPLAINED

Keller's Brand Equity Model is known as the Customer Based Brand Equity model. This model analyses brand equity from the customer's standpoint.

Customer-Based Brand Equity is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

CBBE Model maintains that, building a strong brand involves a series of activities;
1. Establish proper brand identity (who are you)

2. Create the appropriate brand meaning (what are you?)

3. Elicit the right brand response (what about you?)

4. Forge appropriate brand relationships with customers (what about you and me?).

The power of the brand and its ultimate value to the firm resides with customers so do well to manage and grow that value.

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Strategic Brand Management Explained
   • STRATEGIC BRANDS MANAGEMENT EXPLAINED  

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