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ë

It is the added value
endowed on products &
services.
It may be reflected in
the way consumers
think, feel & act with
respect to the brand, as
well as in the prices,
market share &
profitability the brand
commands.

 

 
  
 
˜hat makes a brand strong?
How do u build a strong brand?
These questions are dealt by CBBE model.
This model approaches from the perspective of consumers-
both individual or an organization.

Basic premise of the CBBE model is that the power of a

brand lies in what the customers have learned, felt, seen &
heard about the brand as a result of their experiences over
time.
OR
The power of a brand lies in what resides in the minds of
customers.
Brand is said to have a positive CBBE when consumers react
more favorably to a product & the way it is marketed.

Thus with a positive CBBE, this may results in consumers

being more accepting of a new brand extension., less sensitive
to price increases.

On the contrary a brand is said to have a negative CBBE if

consumers react less favorably to marketing activity.
 
   



Customer knowledge drives the
difference that manifests
themselves in terms of brand
equity.

Brands as a reflection of
the past.
Amount spend each year on
marketing & manufacturing are
not  

but 
 

Brands as direction for the

future.
The true value &future
prospects of a brand rest with
consumers & their knowledge
about the brand.
 ë ë
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