Building Strong Brands: Understanding the Customer-Based Brand Equity Model - Marcom Models (2024)

Introduction

Introduction In today’s competitive market, creating a strong brand that resonates with consumers is crucial to the success of any business. The customer-based brand equity (CBBE) model, developed by Kevin Lane Keller, provides a framework for building and measuring the strength of a brand by focusing on customer perceptions and attitudes. This article will explore the CBBE model and its importance in building strong brands. It will also examine examples of the model’s application in various industries.

What is Customer-Based Brand Equity (CBBE)?

CBBE refers to the value a brand adds to a product beyond its functional benefits. It is the set of associations and beliefs customers hold about a brand, which influence their behavior and decision-making. According to Keller (2001), the CBBE model has four key components: brand salience, brand performance, brand imagery, and brand judgments and feelings.

Brand Salience

Brand salience refers to the degree to which a brand is noticed and recognized by customers. It includes both brand awareness and brand familiarity. Brand awareness is the ability of customers to recognize and recall a brand, while brand familiarity refers to the customer’s experience and knowledge of a brand.

Brand Performance

Brand performance relates to the ability of a brand to deliver its functional benefits. It includes the specific features, quality, reliability, and style of a product or service. A brand with strong performance generates positive attitudes and perceptions among customers.

Brand Imagery

Brand imagery refers to the symbolic and experiential associations customers have with a brand. It includes the brand’s personality, values, culture, and user profiles. Imagery is crucial in building an emotional connection with customers, which enhances their loyalty to the brand.

Brand Judgments and Feelings

Brand judgments and feelings refer to the overall evaluation and emotional response customers have towards a brand. It includes customer satisfaction, trust, loyalty, and attachment. Positive brand judgments and feelings increase customer retention and advocacy.

Application of CBBE Model

The CBBE model has been widely applied in various industries, including B2B, social media, higher education, and tourism.

B2B Context

Kuhn and Alpert (2004) applied Keller’s brand equity model in a B2B context to measure brand strength among manufacturers. They found that the model’s focus on customer perceptions and attitudes was limited in a B2B environment, where brand strength was largely based on sales volume and supplier relationships.

Social Media Brand Communication

Bhatti et al. (2018) investigated the impact of social media brand communication on brand knowledge using the CBBE model. They found that social media positively influenced brand awareness and image, leading to increased brand knowledge among customers.

Higher Education Context

ICB-InterConsult Bulgaria Ltd. (2021) simulated the application of the CBBE model in the context of higher education. They found that the model provided a framework for understanding the strengths and weaknesses of a university’s brand, and suggested ways to improve brand awareness, image, and loyalty.

Tourism Industry

Tasci (2018) tested the cross-brand and cross-market validity of the CBBE model for destination brands in the tourism industry. They found that the model accurately measured the strength of a destination brand, and identified the key factors that influenced brand equity among customers.

Brand Equity Management

Keller (2010) explored the challenges of brand equity management in a multichannel, multimedia retail environment. He emphasized the importance of brand salience, performance, and imagery in creating a consistent and compelling brand experience across all channels and touchpoints.

Conclusion

In conclusion, the customer-based brand equity model is an essential tool for companies looking to build strong and successful brands. The model provides a framework for understanding the complex relationships between consumers and brands and how those relationships can be leveraged to create and maintain a competitive advantage. By focusing on the key dimensions of brand knowledge, brand image, brand awareness, and brand loyalty, companies can build brands that resonate with consumers and generate long-term value. The model is versatile and can be applied across a wide range of industries and contexts, from B2B to higher education to destination branding. As such, it is a valuable tool for marketers, brand managers, and business leaders seeking to create brands that thrive in today’s competitive marketplace.

References

Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.

Kuhn, K. A., & Alpert, F. (2004). Applying Keller’s brand equity model in a b2b context: limitations and an empirical test. InProceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2004(pp. 1-7). The Australian and New Zealand Marketing Academy. https://eprints.qut.edu.au/27709/

Bhatti, A., Arif, S., Mehar, M., & Younas, S. (2018). Impact of Social media brand communication on Brand Knowledge: Mediating role of Brand Image & Brand Awareness Application of CBBE model theory of Keller. Journal of Management Info, 4(4), 12–18. https://doi.org/10.31580/jmi.v15i1.72

ICB – InterConsult Bulgaria Ltd. (2021). Using customer-based brand equity model in the higher education context: simulating the current university’s brand. Questa Soft. https://www.ceeol.com/search/article-detail?id=1039006

Keller, K. L. (2010). Brand Equity Management in a Multichannel, Multimedia Retail Environment. Journal of Interactive Marketing, 24(2), 58–70. https://doi.org/10.1016/j.intmar.2010.03.001

Tasci, A. D. (2018). Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands. Tourism Management, 65, 143–159. https://doi.org/10.1016/j.tourman.2017.09.020