The ultimate goal in branding is brand equity. Boosting an organization’s brand equity is the main goal of a branding team. There are many ways to accomplish this, but one of them is by using Keller’s Brand Equity Model, or CBBE model.
Our most recent piece on managing brand equity received a lot of positive feedback from readers. We’ve also written about Aaker’s brand equity model, which differs slightly from Keller’s but similarly emphasizes developing a company’s brand equity. Brand equity, according to both Aaker’s and Keller’s models, is crucial for the company and the only sustainable advantage the company can have.
Keller’s Brand Equity Model Explained (CBBE Resonance Pyramid)
What are the different levels in the CBBE model?
Through a pyramid, the Keller CBBE model illustrates various levels of customer comprehension and branding tactics. The pyramid’s sections each stand for a different aspect of branded marketing that strengthens the overall bond between consumers and the brand. The levels include:
Level one is brand identity. This level is the bottom of the pyramid because it serves as the company’s brand’s crucial foundation. This step helps you differentiate your company from your competitors. Some questions to ask during this step may include:
Level two is brand meaning. Customers are given more detailed information about the brand in this layer of the pyramid. It contains details about the company’s principles, its level of excellence, and the characteristics of the goods you sell. The main aspects of brand meaning include:
Level three is the brand response. This process involves figuring out how your target market feels about various aspects of your brand. It’s important for businesses to comprehend the expectations that consumers may have of the brands they favor. A company might make an effort to surpass those expectations by astounding or impressing its customers with a standout marketing strategy. It’s ideal to design these promotions with the intention of upholding a consistent brand identity that clients can identify.
Level four is brand resonance. The relationship between the customer and the business is represented by this level, which is at the top of the pyramid. Customers are probably very invested in a brand when it achieves brand resonance. They might take part in brand events, social media, and other advertising campaigns. Customers who experience brand resonance may recommend it to their friends and family. It also helps build brand loyalty, which can increase customers’ desire to buy from your business rather than from rivals.
What is the CBBE model?
The CBBE model is a marketing tool that can assist businesses in creating branding strategies that best resonate with their target markets and customers. The Keller model, created by Kevin Lane Keller, is the primary CBBE model that marketers use. This model measures various factors that affect how consumers feel and think about a brand to show how beneficial a strong brand identity is for a business. It can assist marketers in better understanding their target market and producing goods and marketing collateral that speaks directly to them. Some elements that influence customers include:
How to use the CBBE model
Consider taking the following actions if you want to integrate the CBBE model into your brand marketing plan:
1. Build a brand identity
It’s critical to build a brand identity from Keller’s pyramid’s base up. The best brand identities are distinctive, genuine, and audience-responsive. Choosing a brand name and designing a recognizable logo are both parts of developing a brand identity. It also entails unifying various aspects of the business under a single, unified brand. At this stage, you could create a brand strategy that successfully unites your business while appealing to customer expectations.
The creation of a brand essence, or the company’s values and culture, can be a step in creating a brand identity. This comprises the essence of your brand. These cultural and ethical considerations can help you develop your brand identity. Customers may be better able to comprehend the meaning behind the logo, name, and other branded materials as a result.
2. Communicate the meaning of your brand
The following stage in putting the CBBE model into practice is communicating the meaning of your brand. It’s critical to evaluate the effectiveness and imagery of your marketing strategies as you work to develop a strong brand identity. You can gauge a number of factors to ascertain how well your business conveys its brand meaning. Some specific details you might measure include:
3. Understand how customers respond
Customers’ feedback can influence how well your goods and services perform and how the general public perceives your brand. You can further specialize your brand materials by learning how consumers react to your brand. When creating a new campaign, you may conduct surveys or monitor social media engagement levels to gauge the response. While some consumers base their decisions on their feelings toward a brand, others do so in light of information or facts. When you are aware of your audience’s reactions, you can produce branded promotional materials that are more successful.
4. Develop a relationship with customers
Brands may find this step challenging, so it’s critical to lay a solid foundation in the preceding steps. This can lead to more success in creating brand resonance. Customers can relate to your brand and make choices based on their relationship with your business by developing brand resonance. You could employ a variety of strategies to increase your brand’s resonance with your target market. These tactics include:
CBBE model example
Heres an example of a company implementing the CBBE model:
Radiance, a brand-new designer watch company, aims to break into the market with its assortment of timepieces created for the upcoming season. The marketing team decides to use the CBBE model to develop a brand image. They begin with level one, brand identity. The team brainstorms different words that describe the brand. They decide on classic, stunning and impressive. The objective is to have customers concur that the watches and the business align with those words. The next step involves performance and imagery. The marketing team monitors levels of engagement, sales, and other pertinent metrics after releasing the initial campaign.
These performance and imagery metrics demonstrate to the marketing team their progress toward their objectives. The team then decides to advance to Level 3 by polling their most recent clients. Numerous inquiries about the customers’ thoughts, opinions, and perceptions of the business are made in the survey. The marketing team modifies its strategy in response to this feedback to better satisfy customer expectations.
Why CBBE model is important?
Customer brand equity, also known as customer-based brand equity (CBBE), is the concept that your customers’ perceptions of your brand affect the overall success of your company. Performance increases if customers recognize, comprehend, and relate to your brand (as long as experiences are positive).
How do you create a brand equity model?
The CBBE model aids in building strong brand equity from the perspective of the consumer, making the brand an important brand in the category and resulting in higher product sales. The model aids in examining a brand from various angles so that overall brand equity can be built from the viewpoint of customers.