Building Customer-Based Brand Equity:
Get Full Essay Get access to this section to get all help you need with your essay and educational issues. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed.
The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time.
The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. So that customer-based brand equity is defined as, the differential effect that brand knowledge has on consumer response to the marketing of that brand.
|Customer Based Brand Equity Model Essay Sample||You are able to sell your product because it satisfies a particular set of your customers' needs; this is your unique selling propositionor USP.|
|Mind Tools for Your Organization||Cite Harvard Sanaz, F.|
|Keller's Brand Equity Model - Strategy Tools From barnweddingvt.com||RayPics A strong brand starts with the question: And if you had to make yours stronger, would you know how to do it?|
The first step in building a brand equity is the brand awareness that contains two parts; brand recognitioin how easily customer identify a brand after exposing some cue or a physical product and brand recall how easily customer recall the brand without showing a cue while making purchase decision or thinking the product category.
We must consider both the breadth and depth of the brand awareness; the depth is that how likely it is for a brand element to come to mind and a breadth is the range of purchase and the situations in which the brand comes to mind of the consumers. A brand we easily recall has a deeper level of brand awareness and breadth is related to the product knowledge in the memory of the consumer.
So it is very important that consumers consider our brand in their desired product category while making purchased decision. Brand performance directly related with the features of the product that differentiate it from others.Another model of customer based brand equity was presented by Agarwal and Rao (), who linked various components of CBBE to examine their convergent validity.
To measure CBBE, they used a framework based on the perception-preference-choice paradigm and the hierarchy of effects model of McGuire (McGuire, ). The Customer-Based Brand Equity model approaches brand equity from the perspective of the consumer – whether this be an individual or an organization.
| Modern Management Techniques. Keller's Brand Equity model is also known as the Customer-Based Brand Equity (CBBE) Model. Kevin Lane Keller developed the model and published it in his widely used textbook, "Strategic Brand Management.".
What is CBBE model?
The most common model for customer-based brand equity is the one created by marketing professor Kevin Lane Keller in his book, Strategic Brand Management. Keller puts the model in a four-level pyramid, with the middle two layers being divided equally between two factors.
The importance of the Customer-Based Brand Equity Model (CBBE) model is in the road map and guidance it provides for brand building. It provides a yardstick by which brands can assess their progress in their brand-building efforts as well as a guide for marketing research initiatives.
The Customer-Based Brand Equity model approaches brand equity from the perspective of the consumer – whether this be an individual or an organization.