Customer-Based Brand Equity

Customer-Based Brand Equity (CBBE) refers to the value a brand holds in the minds of consumers. It reflects how positive or strong their perceptions, feelings, and loyalty are toward the brand. When customers recognize and prefer a brand, trust it, and feel emotionally connected, the brand's equity increases. This, in turn, leads to greater customer loyalty, higher sales, and the ability to command premium prices. Essentially, CBBE is about the brand’s reputation and the emotional and cognitive relationships consumers have with it, which influence purchasing behavior and overall business success.