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CBBE MODEL
• Keller’s Brand equity model is also known as the CBBE model which stands for Customer
based brand equity. As Marketing evolved, the customer became the main focus of the
company. Companies knew that if they keep their customers happy, they will profit.

• The CBBE model or the Brand equity pyramid is actually a pyramid which tells us how to
build brand equity by understanding your customers and
implementing strategies accordingly.
Level 1 – Brand Identity or Who you are

• Brand identity is the way the customers look up to a brand and how they distinguish each
brand from another. It is how the brand defines itself in the eyes of the customer. Imagine
a human being introducing himself to another. Mostly this includes telling people about
yourself and what you do. A similar concept applies to building a brand identity.
• Brand identity is built when customers are unaware of your products. The work for the
brand here is to build a strong brand identity for the benefit of the brand and to attract the
customers. We talk a lot more about brand identity in this article. We have also explained
the Brand identity prism while taking Pepsi as an example.
• Because brand identity is the first step in Keller’s Brand equity model, it is the most
important step and the base of the Brand equity pyramid. If the base is strong, the pyramid
will be stronger. Thus, the stronger the brand identity you build from the start, the better it
is for your brand.
 Level 2 – Brand Meaning – What are you?

• Once a customer is aware of the brand, he wants to know more about the brand. He would
like to know whether the brand is reliable, whether it is good to use over a long period of
time if it has good customer service and other such important information. The customer
is understanding what the brand is and trying to know more about it. You can understand
more about the meaning of brands from this article.

• This second level of Keller’s Brand equity model is divided into 2 parts – factors which
define the brand meaning for customers

• A) Brand Performance – The performance of the brand is important for the customer. Companies
like Bosch, Siemens, Caterpillar and many others have become what they are because of their performance over
time. Nor only physical products, even services like Google, Microsoft, Apple Operating systems are loved and
trusted because of their performance over time. There are 5 further factors in performance which are considered
• Product Features
• Product Reliability
• Customer Service
• Style & Design
• Pricing of the product or service.
• B) Brand Imagery – What is the image of the brand in the eyes of the customer? How does the customer
perceive the brand if it were a human? Does he think the Brand is rugged, or does it think the brand is soft?
BMW needs to be rugged but Barbie needs to be soft as a brand. Targeted marketing and word of mouth can build
a strong brand image for the brand. Here is an article on how to build a brand image
Level 3 – Brand Response – What are the feelings for
the brand?

• Once a customer buys your product, he builds up expectations towards the brand and the
purchase. If the reality matches his expectations, then the customer is very happy and has
positive feelings about the brand. If the product goes beyond expectations, it generates
huge word of mouth and may turn the customer to become a brand advocate. Such
positive experiences generate “Feelings” in the minds of customers.

• However, if the experience is bad, the customer is left with negative feelings for the brand
which can also be known as “Judgements”. As per Keller’s Brand equity model, a brand
which has more feelings then judgements is a brand which benefits in building brand
equity. Hence, the Brand response is higher up in the Brand equity pyramid.

The difference between judgements and feelings

• Judgement – The customer has never experienced the brand but has multiple
negative words of mouth for the brand.
• Judgement – Customer has experienced the brand but not found it up to mark.

• Feeling – The product was as per expectations but not superior or beyond
expectations for the customer to take repeat action (average feeling)
• Feeling – The customer service was excellent, making the customer a brand
advocate.
 BALANCE BVETWEEN BOTH

• The balance between “Judgements and feelings” is important for the brand to build a
brand equity. If there are too many customers holding negative judgements for the brand,
you may try your level best to sell your products, but the products will not sell in
the market due to these judgements. You need to have a higher amount of positive
“feelings” to counter the negative judgements.

• As a result, the measurement of post-sale behaviour and brand response in the market is
essential for a company which is serious about building brand equity. Companies need to
build positive feelings for which they need holistic marketing so that the customer is
happy at the various touch points of the brand.

Level 4 – Brand Resonance – A strong relationship

• There are very few brands which reach this level. This is a level where there is a huge
social and psychological connect of the brand with the customer. If you ask me, I love my
MacBook and I am doubtful of buying any windows laptop in the near future. In fact, due
to my recommendations, many of my friends have also bought the MacBook.
• Harley Davidson is a brand which is the epitome of Brand resonance in the CBBE Model.
Harley Davidson bikers are known to love their bikes and the feeling of the ride and
generally Harley is the only bike they ride. Not only are the customers connected with the
brand, if they find another user using the same brand, a connection is built between the 2
customers as well. It’s like finding another friend just because he uses a brand you love.
How to use Brand identity to build equity?

• Many online companies nowadays spend billions on advertising and creating awareness
even before they have profits in the firm. This is done to create a brand identity and
build brand awareness right from the start. A massive advertising campaign right at the
start ensures that every target customer is aware of the brand and its values are being
communicated directly to the customer.
• As a result, there is no misinformation and the promise going to the customer is directly
from the brand. A customer starts perceiving the brand through its communication and this
builds brand identity. This is clearly the Awareness and Identity creation stage and the
brand is more involved in telling customers “Who they are”

CADBURY
HEINEKEN