Customer-Based Brand Equity
Do you know why a certain Brand is strong? Would you know how to make it stronger if you had too? Many factors influence a Brand’s strength of otherwise, if you can understand these it can only help in strengthening a weak Brand, or creating a new, vibrant Brand for the future.
Keller’s Brand Equity Model is also known as the Customer-Based Brand Equity (CBBE) Model. Kevin Lane Keller, a marketing professor at the Tuck School of Business at Dartmouth College, developed the model and published it in his widely used textbook, “Strategic Brand Management.”
To precis enormously there are four major points
1) Who are you?
2) What are you?
3) What about you?
4) What about you and me?
To precis even more, these four points can be summarised thus:-
1) Brand identity
2) Brand meaning
3) Brand responses
4) Brand relationships
Within these four summaries are six building blocks that further help with brand development. These being salience, performance, imagery, judgments, feelings, and resonance.
The link above is vital to anyone keen to understand the importance of Brand awareness in advertising.