Branding & Brand Management

V. Customer-based brand equity and brand positioning

The CBBE Model:
Brand relationships

Ultimate relationship and level of identification that the customer has with the brand; extent to which customers feel that they are "in sync" with the brand
 
Characterized by:
  • Intensity
(the depth of the psychological bond that customers have with the brand)
 
  • Level of activity engendered by this loyalty (repeat purchase rates and the extent to which customers seek out brand information, events and other loyal customers)

Diskussion