Keller's Model Customer-Based Brand Equity (CBBE) Pyramid

A set of vocabulary flashcards covering the four stages and various building blocks of Keller's Customer-Based Brand Equity (CBBE) Model.

Keller's Customer-Based Brand Equity (CBBE) Model

A model that explains how a brand is built in the mind of the customer step by step, starting from the base and moving toward the peak of a pyramid.

Stage 1 — Identity (Brand Salience)

The first stage of the CBBE pyramid that answers the question "Who are you?" by focusing on brand awareness and how easily customers think of the brand.

Brand Salience

The building block of Stage 1 concerning brand awareness and how often or naturally a brand comes to mind in relevant situations.

Stage 2 — Meaning (Performance & Imagery)

The second stage of the CBBE pyramid that answers the question "What are you?" by establishing what the brand offers functionally and emotionally.

Brand Performance

The functional side of brand meaning, involving reliability, durability, features, price, and design to determine if the product works well.

Brand Imagery

The emotional and social side of brand meaning, representing what the brand says about the customer, including lifestyle, personality, and values.

Stage 3 — Response (Judgements & Feelings)

The third stage of the CBBE pyramid that answers the question "What do I think and feel about you?" through mental and emotional evaluation.

Brand Judgements

Logical opinions formed by customers regarding whether a brand is good quality, credible, worth the price, or better than competitors.

Brand Feelings

Emotional reactions a brand triggers, such as making a customer feel excited, secure, proud, or a sense of belonging.

Stage 4 — Relationship (Brand Resonance)

The peak of the CBBE pyramid that answers the question "What connection do I have with you?" representing a deep psychological bond.

Brand Resonance

The strongest and hardest-to-achieve stage of the pyramid, consisting of behavioral loyalty, attitudinal attachment, sense of community, and active engagement.

Behavioural loyalty

A component of Brand Resonance characterized by repeat purchases.

Attitudinal attachment

A component of Brand Resonance where customers genuinely love the brand rather than just tolerating it.

Sense of community

A component of Brand Resonance where the customer feels connected to other people who use the same brand.

Active engagement

A component of Brand Resonance where customers willingly invest time, energy, or money into the brand beyond purchasing, such as following the brand or attending events.