ABSTRACT
This chapter provides an in-depth discussion of the Customer-Based Brand Equity (CBBE) pyramid model and its components. It explores how organisations can build successful brand positioning and how this contributes to brand equity development. The chapter discusses the concepts of brand personality and brand values and highlights their role in creating successful brand positioning. Brand equity is generated when there is a greater consumer confidence towards a brand than its competitors. The first level of the CBBE pyramid model involves brand salience, which is consumers’ awareness of the brand. Brand awareness is the starting point for building brand equity and it influences people’s brand perceptions and taste. The second level of the CBBE pyramid model involves brand performance associations and brand imagery associations. The third level of the CBBE pyramid model involves consumer judgements and consumer feelings in response to brand identity and brand meaning. The fourth and final level of the CBBE pyramid model involves brand resonance.
