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Brand Based customer equity
By Kevin Keller
Summary
This paper introduces the concept of customer based brand equity (CBBE) which maps out what brand equity is , how should it best be build, measured and managed.
The premise of the model is that the power of a brand lies in what customers have learned, felt, seen and heard about the brand over time. The power of the brand is in what resides in the mind of the customers. Marketers continuing challenge in building a strong brand to ensure customers have the right type of experience with products and services and their accompanying marketing program so that the desired thoughts, feelings, images, perceptions, and attitude becomes links to the brand.
Building a strong brand, according to the CBBE model, can be thought as the series of four steps where each step is contingent on successfully achieving the previous steps. ...
This question helps to answer and establish brand identity with customer’s minds with specific product or class pr customer needs.
Approximate Word count = 738
Approximate Pages = 3
(250 words per page double spaced)
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