Glossary/Strategy & Frameworks/Customer-Based Brand Equity (CBBE)
Strategy & Frameworks
Customer-Based Brand Equity (CBBE)
Kevin Lane Keller's 1993 model, later drawn as a pyramid, building from salience to performance and imagery, judgments and feelings, then resonance.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Customer-Based Brand Equity (CBBE) is Kevin Lane Keller's 1993 model, later drawn as a pyramid, that builds a brand from salience, through performance and imagery, to judgments and feelings, and finally resonance. It holds that brand strength lies in what customers know, feel and experience, giving marketers a sequence for building equity.