Customer-based brand equity model (CBBE)

Building a strong brand can be thought of as a sequential series of four steps, where each step is contingent upon successful completion of the previous step.

Customer-based brand equity model (CBBE)

Kevin Lane Keller

Building a strong brand can be thought of as a sequential series of four steps, where each step is contingent upon successful completion of the previous step:

    1.

    Who are you?

    Brand Identity

    2.

    What

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