What is it about?
Keller' s Customer-Based Brand Equity model can be complex to apply, this article provides an example of how to apply it in the special circumstance of a B2B (business to business) context. An example B2B brand equity analysis questionnaire is provided.
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Why is it important?
Keller's CBBE model is perhaps the best non-proprietary brand analysis model.
Perspectives
This useful article is very clear to read and has received a lot of attention.
Assoc. Prof. Frank Alpert
University of Queensland
Read the Original
This page is a summary of: An application of Keller's brand equity model in a B2B context, Qualitative Market Research An International Journal, January 2008, Emerald,
DOI: 10.1108/13522750810845540.
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