It is model developed by Kevin Lane Keller, who is the marketing professor of the Tuck School of Business.There are basic four steps about the model which is based on four fundamental questions developed by the customers. Brand identity, brand meaning, Brand response and brand response.

1. An Overview of Customer
Based Brand
Equity(CBBE) Model
(Case Study)
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2. Introduction to Customer Based Brand
Equity Model
 It is model developed by Kevin Lane
Keller, who is the marketing professor of
the Tuck School of Business.
 There are basic four steps about the
model which is based on four fundamental
questions developed by the customers.
 Brand identity, brand meaning, Brand
response and brand response.

3. Customer Brand Equity
• Customer Brand Equity
model is applied by the
company to improve their
brand evolution in the
market.
• Brand salience is to
identify the identify the
customers.
Fig 1: Keller’s model of Customer Based Brand Equity

4. •Brand performance and imagery are
interdependent
•Brand responses is influenced by the
judgments of the consumers
•And if the above steps are successfully
covered the company is able to build
brand resonance
Customer Brand Equity

5. Background of the Company (Apple)
 Apple was established on the 1st April
1976 by Steve Jobs, Steve Wozniak and
Ronald Wayne
 It is an American corporation which
manufactures computer hardware,
software and other electronic goods such
as mobile phones, iPods etc.
 Since June 2015, Apple has become the
‘largest publicity traded corporation in
the world’ by performing an extensive
research followed by subsequent
implementation in market capitalization

6. 1.WHO ARE YOU -BRAND SALIENCE
 Apple is becoming the most distinguishable brand in
the worldwide only by its brand name
 ‘Think different’ as the tagline said, only the people
who are used to think differently are the most loyal
and stable customers of this brand
 As per its mission statement, Apple is bound to
provide the highest standards of social responsibility
as everything they do which can become an
inspiration of the growing companies
 The brand USP of Apple is the speed, the most
secured apps and the good looking appearance

7. Brand Salience
 Brand salience involves the function of quantity and quality of memory structures
 Quantity of Memory structures: The quantity of memory structure determines how
much the customers prefers the product towards availing it while in a buying situation.
 Quality of Memory structures: The brand association and relevance among the
customers is determined in this structure. For example, in case the brand is budget
friendly for the customers they prefers to buy the product. This increases the brand
salience because the budget of the product is as per the expenditure the customer can
avail.

8. 2.1WHAT ARE YOU?
- BRAND PERFORMANCE
 In the terms of durability, reliability and
serviceability, no other brands can come
across Apple
 Innovation as its peak, when the name
Apple is come
 High price level differentiate it from its
market competitors

9. Brand Performance
 Increased brand performance helps to provide
success to the company by increasing their
brand value.
 The brand performance at Apple is maintained
by specifically determining their core
messaging strategy, improving their presence in
the social media, being sticky, improving the
purchase traffic along with providing true value
of the products during purchase by the
customers.

10. 2.2 WHAT ARE YOU?
-BRAND IMAGERY
 The apple users, feels that they are
different from the rest as they are using
the brand : Apple
 Podcasting; is a hype throughout the
world. You are the audience, you are the
performer

11. 3.WHAT ABOUT YOU?
-CONSUMER FEELINGS
 Apple has declared the
‘most intimate brand’ as per
the survey of 6000
consumers
 It also has the highest score
for ‘Can’t live without the
brand’
 It has neurologically hooked
its customers (Forbes, 2014)

12. 4.WHAT ABOUT YOU AND ME
- CONSUMER BASED BRAND RESONANCE
 Loyalty is the basic title, that Apple have
won in several decades
 Apple has its own page at social media
where it attain the maximum customer
support
 Apple has made an stronger partnership
with Levi’s and Nike, the most trusted
brands in the world

13. CONCLUSION
 According to the CBBE model perspectives, Apple has attain all
parameters and has achieved the highest level of customer
engagement
 Its not only a brand, it is a passion as described by several
customers
 It is a Top fortune 500 company, which avails one of the largest
contributions in the American economy

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