Week 1: What is the CBBE model?

CBBE stands for customer-based brand equity. The CBBE model is a marketing tool that can assist businesses in developing branding strategies that are most appealing to their customers and target audiences. This model demonstrates the value of a strong brand identity for a business by measuring a number of factors that influence how customers think and feel about a brand. It can assist marketers in better understanding their customers and developing products and promotional materials that directly appeal to them. Through a pyramid, the Keller CBBE model demonstrates different levels of customer understanding and branding strategies.

Brand identity is the first level. This level is at the bottom of the pyramid because it is the foundation of the company's brand. Brand meaning is what drives brand responses. The term "brand responses" refers to how customers react to the brand, as well as all of its marketing activities and other sources of information. The most important aspects of brand meaning are Brand performance & Brand imagery. The third level is brand response. This is the process of determining how your customers react to different aspects of your brand. Customers may have specific expectations of the brands they like, and it is critical for businesses to understand those expectations. A brand may try to outperform those expectations by impressing or surprising its customers with a one-of-a-kind promotional campaign. The last level of the pyramid, brand resonance, represents the relationship between the customer and the company. Customers are likely to be highly engaged in a company's brand when it achieves brand resonance. They may take part in social media campaigns, brand events, and other promotional activities. Customers who have a positive experience with a brand are loyal and more likely to recommend it to their friends and family.