What is the focus of customer-based brand equity (CBBE)?

The focus of customer-based brand equity (CBBE) centers on brand knowledge and its impact on consumer behavior. CBBE emphasizes how consumers' perceptions, attitudes, and experiences with a brand contribute to its value. This concept highlights that the strength of a brand lies in the minds of consumers, shaped by their awareness of the brand and the associations they hold. Positive brand knowledge can lead to increased loyalty, willingness to pay a premium, and overall brand preference, which are crucial for a brand's success in the competitive marketplace.

By understanding CBBE, marketers can develop strategies that enhance brand awareness and shape favorable brand associations, ultimately influencing consumer behavior and driving business performance. This perspective differentiates CBBE from aspects like packaging, marketing strategies, or pricing, as it encapsulates the consumer’s viewpoint and the psychological aspects of brand perception.