Customer Based Brand Equity Model. It may be expensive, but in the consumer’s mind, the risk is worth it. Even though, Keller’s model is considered to be a pioneer in the marketing theory, and many companies choose alternative modern methods to develop brand equity (Jara & Cliquet, …show more content… One of the latest models of brand equity is the one developed by the marketing communication agencies, Young & Rubicam. You need to shape the experiences to create the desired thoughts and feelings about your brand. If you are hoping to create brand equity in the months and years to come, be sure to use Keller’s Brand Equity Model as … Kevin Lane Keller developed the model and published it in his widely used textbook, “Strategic Brand Management.” Within a pyramid, the model highlights four key levels that you can work through to create a successful brand. These four levels are: The brand equity model by Keller is also known as the Customer-Based Brand Equity (CBBE) model. The most comprehensive brand equity model available in the literature is Keller’s (1993, 2001, 2003). This paper fills in a gap in the B2B brand equity by exploring whether one of the well-known brand equity models, originally developed for B2C markets can be applied, modified or not, to B2B Controlling these parts of your brand creates strong Brand Equity. brand equity assessment – Keller’s Customer Based Brand Equity (CBBE) model – focus-ing on one particular industry and market: the B2B chemical market. Customer Based Brand Equity Model concept is that the power of a brand lies in what customers have learned, felt, seen, and heard about the brand as a result of their experiences over time. Brand equity is a vital component of what gives your brand meaning and value to its audience. The Customer-Based Brand Equity (CBBE) model identifies four steps which denote The product is a high quality, fair trade, organic tea, but it's never achieved the sales and customer loyalty that the organization expected. You, too, can build brand equity and grow a profitable brand. Brand equity, according to Keller, is the effect that brand knowledge has on consumer response to the marketing of a brand, with the effect occurring when the brand is known and when the consumer possesses favourable, strong and unique brand associations (Keller, 1993). Keller claims the Customer-Based Brand Equity (CBBE) model can be applied in a B2B context, but detailed analysis, a full formal adaptation (such as a redesigned questionnaire), and empirical evidence are not yet available. Julie decides to use the brand equity pyramid to think about the turnaround effort. Keller's Brand Equity Model Building a Powerful Brand Example Julie has recently been put in charge of a project to turn around an under-performing product. Keller’s Brand Equity Model is all about taking control of what those feelings and thoughts are. Your brand and mine should not be the same, think Apple and Samsung. The tool helps companies find the way to build a strong brand by shaping how their customers think and feel about them. Brand equity plays a role in developing your brand identity and value. – The importance of branding in industrial contexts has increased, yet a comprehensive model of business‐to‐business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. I have had more positive experiences with my Apple products than negatives. Strong Brand Equity will mean more people will buy from you. Keller recognises Follow these 4 Steps to Build Brand Equity. First: Brand Identity. 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