What is a core requirement for establishing strong customer-based brand equity (CBBE)?

Establishing strong customer-based brand equity (CBBE) fundamentally relies on consumer awareness of brand associations. This concept emphasizes the importance of how consumers perceive and relate to a brand based on their experiences, knowledge, and interactions. When consumers are aware of and can accurately associate various attributes, benefits, and meanings with a brand, they are more likely to develop strong preferences and loyalty towards it. This awareness contributes not only to brand recognition but also to the overall perception and positioning of the brand in the marketplace.

Other potential factors, such as high sales volume, visual appeal of branding materials, and presence in multiple markets, are beneficial but do not directly address the foundations of CBBE. While these elements may contribute to a brand's success, they do not inherently ensure that consumers possess the necessary awareness and understanding of brand associations that underpin strong brand equity. Thus, consumer awareness of brand associations is a core requirement because it enables brands to foster relationships with their customers and drive perceived value.