2. CBBE

• The three key ingredients of the definition of CBBE are: Differential effect, Brand Knowledge, and Consumer response to marketing.
• The starting point of establishing a strong brand equity is crafting a unique brand positioning.
• Brand Knowledge is created through the sources of brand equity (brand awareness, brand image)
• The objective of CBBE is to make consumers respond to your marketing.
• Brand Knowledge is the key to creating Brand Equity.
• Marketers need to make sure that the right knowledge about the brand exists in the minds of the consumers.
• Brand Knowledge is a complex structure that includes Brand Awareness, Brand Image, Brand Identity, Brand Meaning, Brand Responses, and Brand Relationship.
• Brand Image is the summation of all the brand associations that exist in the minds of consumers.
• Brand awareness includes brand recognition and brand recall.
• The four steps in building a strong brand are: Brand Identity, Brand Meaning, Brand Responses, and Brand Relationship.