The customer-based marketing essay on the brand equity pyramid
The customer-based perspective of brand equity emphasizes customers' perceptions of a brand with regard to its performance, social image, value, etc. Lassar et al. 1995 Customer-based brand equity CBBE is the perceived physical, functional, financial, affective, or social value of a brand in the minds and hearts of the customer. Brand equity is an intangible aspect created by your marketing and branding efforts. It's about the consumer's perception of the brand, not the functionality of the product or service. It's the associations people have with your brand and how these work together to form a brand personality. In its most holistic form: brand. Customer brand equity, also called Customer-Based Brand Equity or CBBE, refers to how your customers' attitudes toward your brand influence the success of your business overall. When customers recognize, understand and connect with your brand, performance increases, provided the experiences are positive. It seems like a, 1. Identity. The first layer of the pyramid is all about you. It's important to have a solid foundation to support the higher levels, so spend time identifying your unique selling points before moving into other areas. 2. Meaning. This phase focuses on how you make customers feel, both on a rational and emotional level. The purpose of this paper is to investigate the effects of social media-based SMBBC brand community markers on customer-based brand equity CBBE. Furthermore, this study evaluates the mediating effect of brand community involvement and the moderating effect of customer gender. This study collected data from a, ABSTRACT. Festival branding is of great importance for festival tourism marketing and competitive advantage. The research framework deepened the application of the Customer-Based Brand Equity CBBE model by integrating destination and product awareness, as well as two moderators of perceived value and community. A popular definition of brand equity is that of renowned marketing theorist and professor David Aacker, who defines brand equity in his book 'Managing Brand Equity' as: “A set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that enhance the value of a current or add or subtract potential product. Brand equity with social media content marketing. DOI: 10.4018 978-1-7998-9020-1.ch061. In book: Research Anthology on Strategies for Use Social Media as a. Summary and figures. The customer-based brand equity CBBE model was developed to guide brand building in the context of a consumer product or an individual brand, but it is proposed that the model also.