CBBE pyramid

The CBBE pyramid is the model describing how brand equity is built in the customer's mind, in four layers: first recognition and salience (who are you), then meaning through performance and imagery (what are you), then judgments and feelings (what do I think of you), and at the top resonance, the active bond in which customers identify with the brand. The model's strength is its ordering: you cannot build a bond on a brand nobody recognises. Its weakness is that the top is unreachable and unnecessary for most brands and most buyers; light buyers sustain brands without wanting a relationship with them.

Covered in