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.

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 are you?

    Brand Meaning

    3.

    What about you?

    Brand Response

    4.

    What about you and me?

    Brand Resonance

Constructing a strong brand can be seen as establishing a set of six 'building blocks', grouped into four categories.

1. BRAND IDENTITY

Achieving brand identity requires creating brand awareness: ensuring that customers understand the product category, and creating links...

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