https://padlet.com/deborahkirkland/lovqqpuzguj3 1. WHAT IS BRAND EQUITY 2. WHAT IS THE CBBE MODEL 3. WHAT IS IT'S RELEVANCE FOR MARKETERS en-us 2016-10-11 12:00:32 UTC 2025-09-29 11:46:28 UTC hello@padlet.com https://padlet.com/deborahkirkland/lovqqpuzguj3/wish/421167715 Brand Equity is an intangible asset that represents the commercial value derived from how consumers perceive your brand. This value is based entirely on the perception of the brand rather than the actual quality of the provided goods or service.

e.g. After the Cambridge Analytica scandal involving the improper use of Facebook users data by third parties for malevolent purposes, Facebook's credibility and reputation was seriously damaged. Overnight, $119,000,000,000 (119 Billion US Dollars) was wiped out from Facebook's market cap. No physical assets were lost or harmed, but the intangible asset of brand equity was seriously damaged by this major PR disaster and thus the company's perceived value in the eyes of shareholders and the public took a massive hit.]]> 2019-12-07 13:46:39 UTC https://padlet.com/deborahkirkland/lovqqpuzguj3/wish/421167715 https://padlet.com/deborahkirkland/lovqqpuzguj3/wish/421170844 The CBBE model represents consumer-based brand equity. The model, created by Kevin Lane Keller, is based on the concept that through shaping how a customer thinks and feels about your product and brand, you can build incredibly powerful and lasting brand equity. This consumer centric approach focuses on delivering powerful customer experiences that drive positive associations with the brand.

The first step of the process is developing a sense of awareness and brand identity, it's important to ensure that the awareness that we drive in this step is in-line with our brand values and ideals, that the awareness we drive is positive and builds our brand equity.

The second step involves communicating and developing the ideals and values that we want to be aligned with and associated with. The ideals and values we want our brand to stand for. This step can be broken up into two parts. The first of which is the physical performance of our goods, and how well they meet the needs of the consumers. Product reliability, durability and design. The other part of this step involves imagery, or how our brand meets our customers psychological needs and expectations. Our imagery should compliment the values we stand for and our products should deliver experiences that further support this identity. 

The third step focuses on the reactions and judgments of the consumer. Based on perceived quality, credibility, value and superiority.

Finl
 


]]> 2019-12-07 14:23:01 UTC https://padlet.com/deborahkirkland/lovqqpuzguj3/wish/421170844