Customer-Based Brand Equity Model

The Customer-Based Brand Equity (CBBE) Model focuses on how customers perceive a brand, which influences its value. Developed by Kevin Keller, the model emphasizes that strong brands create positive associations and loyalty among customers. It involves four stages: building brand awareness, creating brand meaning, eliciting brand responses, and forging brand resonance. Essentially, when customers trust and connect with a brand, they are more likely to choose it over others, allowing the brand to thrive in the market. This model highlights the importance of customer perceptions in determining a brand's success.