Consumer-Based Brand Equity

Customer-based brand equity (CBBE) is used to show how a brand’s success can be directly attributed to customers’ attitudes towards that brand.

("What is Customer-Based Brand Equity?", n.d.)

Brand Identity

Salience

Awareness

Brand Meaning

Performance

Secondary Characteristics & Secondary Features
Reliability, Durability, & Serviceability
Style & Design
Price

Imagery

User Profiles
Purchase & Usage Situations
Personality & Values
History, Heritage, & Experiences

Brand Response

Judgments

Quality
Credibility
Consideration
Superiority

Feelings

Warmth/Fun
Excitement
Security
Social Approval
Self-Respect

Resonance

Loyalty
Community
Attachment
Engagement

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