KELLER'S CBBE MODEL

OF BRAND EQUITY
PRESENTED BY-
RAHUL KHADYE (PG-22-075)
DEEPIKA JAISWAR (PG-22-103)
SHAUNAK NANDE (PG-22-104)
SHREYA GAIKWAD (PG-22-105)
RENISHA JAIN (PG-22-110)
 INTRODUCTION
• Model was developed by Kevin Lane
Keller

• Brand equity has four dimensions

• Keller looked to illustrate the journey of

customers' relationships with brands

• Help you build a popular and reputable

brand

• It show how a brand's success can be

attributed to customers' attitudes towards
 EXAMPLE-
HEINEKEN
BEER BRAND

• Dutch multinational brewing company

• Founded in 1864 by Gerard Adriaan Heineken

• Number one brewer in Europe

• One of the largest brewers by volume

• Organises the company into five territories

 FACTS ABOUT
HEINEKEN
• Heineken has its unique strain of yeast

• It has developed alcohol-free and low alcohol options

• They have acquired several other breweries and beer

brands

• Heineken has been a long-time sponsorer of sports

• They made history by sending a specially designed

beer to space
 SALIENCE
IDENTIFY WHO YOU ARE?

• Iconic Packaging

• Innovative Marketing.

• Sponsorship and Events.

• Social and celebratory.

• Premium and high quality

 HEINEKEN SPONSORSHIP
THE HEINEKEN CUP WITH F1
 IMAGERY
• Young Male

• Highly Sociable.

• Self Confidence.

• Trendy.

• Party Goers

• Special Moments
 PERFORMANCE
• Universal Premium Larger Beer

• Long story and heritage: Universal Beer

• Design and Packaging: Iconic Brand Name

• Sustainable Brewer (Environment Reports -

Charities)
 FEELINGS
• Evokes good feeling amongs
consumer

• Enjoyment Times

• Consumer feel good when holding a

bottle of Heineken in hand

• Fashionable and Tendy

• Relaxation (After work and during

Holdays)
 JUDGEMENTS
• Affordable Price

• Middle Range Beer

• Trendy Brand

• Very Recognizable Brand Image

• Basic Beer, without specific taste

 RESONANCE

• Behavioral Loyalty

• Attitudinal Attachment

• Sense of Community

• Active Engagement
THANK YOU