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Dictionary by pitch.dog
Brand foundations & identity · Working

Customer-based brand equity

Also called: CBBE

ELI5

Brand value understood through customer awareness, associations, responses and loyalty.

Used in conversation

“The work feels inconsistent because the team is using customer-based brand equity in three different ways.”

Pitch context

You will see “Customer-based brand equity” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.