Question: Define customer based brand equity (CBBE)? Explain the 3 main ingredients of CBBE. What are the sources of brand equity? How do consumers make decisions

  1. Define customer based brand equity (CBBE)? Explain the 3 main ingredients of CBBE.
  2. What are the sources of brand equity?
  3. How do consumers make decisions whether or not to buy a product, and how do they arrive at their final brand decision?
  4. Explain the process of identifying and establishing a brand position.
  5. What are points-of-parity and points-of-difference? Give an example.

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