Keller's Brand Equity Model - CBBE Model

▫ Shrutika Patil = PG-22-28

▫ Vishal Hulke = PG-22-11
▫ SK Atiyar = PG-22-30
▫ Omkar Shinde = PG-22-37
▫ Ronak Yadav= PG-22-106
Introduction

▫ The model is a widely recognized framework that explains how a brand's value and
strength are derived from consumers' perceptions and experiences with the brand.
▫ It was developed by Kevin Lane Keller, a marketing professor.
▫ The model consists of four main steps.
Brand Identity
This is the foundational level where the brand seeks to establish awareness and
recognition. It involves creating a clear and unique brand identity through brand elements
such as the brand name, logo, tagline, and other visual or auditory cues.
Brand Meaning
Once consumers become aware of the brand, they start to associate certain meanings
and attributes with it. These associations can be functional (performance-related),
emotional, or even relate to specific imagery or symbols. This step is about shaping the
brand's image to elicit desired perceptions in the minds of consumers.
Brand Response
Consumers have developed attitudes and responses toward the brand based on their
experiences and perceptions. Positive brand responses result in stronger brand loyalty
and preference.
Brand Resonance
This is the highest level of brand equity, where the brand creates a deep and lasting
emotional connection with its customers. Customers feel a sense of community or
belonging with the brand, and the brand becomes a part of their lifestyle and identity.
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