The Concept of Customer-Based Brand Equity Customer-based brand equity is the differential

effect that brand knowledge has on consumer response to the marketing of that brand Differential effect: if no differences occur product is a commodity Customer brand knowledge : results from what consumers have learned (have in mind). Customer response to brand marketing :reflected in perceptions preferences and behavior e.g. loyalty, response to pricing

Sources of Customer-Based Brand Equity

CBBE occurs when the consumer as a high level of awareness and familiarity with the brand and holds some strong, favorable, and unique (SFU) brand associations