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:
Who are you?
What are you?
What about you?
What about you and me?
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...