Building a strong brand has been shown to provide numerous financial rewards to firms, and has become a top priority for many organizations. In this report, author Keller outlines the Customer-Based Brand Equity (CBBE) model to assist manage-ment in their brand-building efforts.
According to the model, building a strong brand involves four steps:
(1) establishing the proper brand identity, that is, establishing breadth and depth of brand awareness,
(2) creating the appropriate brand meaning through strong, favorable, and unique brand associations,
(3) eliciting positive, accessible brand responses
(4) forging brand relationships with customers that are characterized by intense, active loyalty. Achieving these four steps, in turn, involves establishing six brand-building blocks—brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance.
Reference:
http://www.msi.org/publications/publication.cfm?pub=35
