Customer Based Brand Equity ( CBBE Model)

Customer Based Brand Equity (CBBE Model)

CBBE is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.
Brand Knowledge has 2 components – brand awareness and brand image

CBBE occurs when the customer has a high level of awareness and familiarity with the brand and hold some strong, favorable and unique brand associations in memory

Premise of CBBE Model:
What Customer have learned, felt, seen and heard as a result of their experiences over time.


Marketing Advantages of Building a Strong Brand

• Greater Loyalty
• Less Vulnerability to competitive marketing action
• Lesser Vulnerability to marketing crises
• Larger Margins
• More Inelastic consumer, response to price increase
• More Elastic consumer, response to price decrease
• Greater trade cooperation and support
• Increased marketing communication effectiveness
• Additional brand extension opportunities

4 Steps of Strong Brand Building

• Brand Identity

Ensure identification of the brand with customers and an association of the brand in the customer’s mind
Who are you?

• Brand Meaning

Firmly establish the totality of brand meaning by linking tangible and intangible benefits in the minds of the customer.
What are you?

• Brand Response

Elicit the proper customer responses to this brand identification and brand meaning
What did I think about you?

• Brand Relationship

Convert brand response to create an intense, active loyalty relationship between customer and brand
What about you and me?

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