P4 - Brand Management
Index
Week 1 .......................................................................................................................................................... 3
Preparation lecture 1 – Keller (2001) .................................................................................................................3
Lecture 1 – Introduction: Customer Based Brand Equity ....................................................................................4
1.1 What is a brand .......................................................................................................................................4
1.2 How to build a strong brand? ..................................................................................................................4
Preparation – Knowles et al. (2022) ...................................................................................................................7
Preparation – Williams et al. (2022) ..................................................................................................................8
Lecture 2 – Branding with Purpose ....................................................................................................................9
2.1 What is (brand) purpose?........................................................................................................................9
2.2 Three types of purpose .........................................................................................................................10
....................................................................................................................................................................11
2.3 Developing a cause-based purpose .......................................................................................................11
Guest lecture - Chantal van Binsbergen ...........................................................................................................12
2.4 Brand Strategy .......................................................................................................................................12
2.5 Purpose-based positioning ....................................................................................................................13
Week 2 ........................................................................................................................................................ 15
Preparation - Löhndorf et al (2014) .................................................................................................................15
Preparation – Gelb & Rangarajan (2014).........................................................................................................16
Lecture 3 – Brands & Employees ......................................................................................................................17
Part 1 – Employee contributions to brand equity .......................................................................................17
Part 2 – Internal branding: social identity and social exchange perspectives .............................................18
Guest Lecture – Coolblue: Employer Branding .................................................................................................20
Week 3 ........................................................................................................................................................ 22
Preparation – Berger et al. (2008) ...................................................................................................................22
Preparation - Spiggle et al. (2015) ..................................................................................................................24
Lecture 4 – Brand associations.........................................................................................................................26
4.1 Brand associations.................................................................................................................................26
4.2 Priming, fluency and dogs? ...................................................................................................................26
4.3 Brand extensions ...................................................................................................................................29
Preparation – Keller (2014) ..............................................................................................................................31
Lecture 5 – Brand extensions: managerial perspectives ..................................................................................33
5.1 Brand Extensions ...................................................................................................................................33
Guest lecture – Guylian, Maaike Maagdenberg ..........................................................................................36
Week 4 ........................................................................................................................................................ 37
Preparation - Sirianni et al. (2013) ...................................................................................................................37
Preparation - Golossenko et al. (2020).............................................................................................................38
Lecture 6 – Brand Personality ..........................................................................................................................39
, 6.1 Brands as Humans .................................................................................................................................39
6.2 Brand Personality ..................................................................................................................................41
6.3 Employee Branding ...............................................................................................................................44
Preparation - Verlegh (2024) ...........................................................................................................................48
Lecture 7 – Brand Activism ...............................................................................................................................50
Week 5 ........................................................................................................................................................ 58
Preparation - Fournier (1998) ..........................................................................................................................58
Preparation - Eelen et al. (2017) ......................................................................................................................59
Lecture 8 – Brand Loyalty & Relationships .......................................................................................................61
8.1 What is Loyalty? ....................................................................................................................................61
8.2 From loyalty to WOM: Online & Offline ................................................................................................61
8.3 The Multitude of Relationships .............................................................................................................65
Preparation - Dretsch et al. (2024) ...................................................................................................................68
Preparation - Eigenraam et al. (2021) .............................................................................................................69
Lecture 9 – Brand Engagement ........................................................................................................................70
9.1 Customer Engagement Behaviors .........................................................................................................70
9.2 Managing CEB .......................................................................................................................................71
9.3 Driving Consumer Engagement: the role of authenticity ......................................................................73
9.4 Beyond Engagement: Co-Creation ........................................................................................................76
9.5 Co-Creation & Product Valuation ..........................................................................................................76
9.6 Brand Image Co-Creation ......................................................................................................................77
Week 6 ........................................................................................................................................................ 81
Lecture 10 – A Primer on brand growth ...........................................................................................................81
Exam tips ..........................................................................................................................................................84
Exam form ...................................................................................................................................................84
General tips .................................................................................................................................................84
Example questions ......................................................................................................................................85
2
,Week 1
Preparation lecture 1 – Keller (2001)
Building customer-based brand equity: a blueprint for creating strong brands
Kevin Lane Keller’s Customer-Based Brand Equity (CBBE) model provides a structured framework for building
strong brands. A strong brand leads to increased customer loyalty, price premiums, marketing efficiency, and
business growth. The core idea is that a brand’s power lies in customers' experiences and perceptions.
The Four Steps of Brand Building
The CBBE model is structured as a pyramid with four progressive steps:
1. Brand Identity – Who are you?
- Creating brand awareness (depth & breadth)
- Ensuring the brand is recognized and recalled in the right situations
2. Brand Meaning – What are you?
Establishing brand associations through performance and imagery
- Performance: Reliability, service quality, design, price
- Imagery: User profile, purchase situations, brand personality
3. Brand Responses – What about you?
How customers judge and feel about the brand.
- Judgments: Quality, credibility, consideration, superiority.
- Feelings: Warmth, fun, excitement, security, social approval, self-respect.
4. Brand Resonance – What about you & me?
- Achieving intense, active loyalty.
- Includes behavioral loyalty, attachment, community, and
engagement.
Brand-Building Blocks
Each of the four steps consists of six brand-building blocks
1. Brand Salience (awareness)
2. Brand Performance (functionality, reliability)
3. Brand Imagery (emotional connection)
4. Brand Judgments (customer evaluations)
5. Brand Feelings (customer emotions)
6. Brand Resonance (ultimate loyalty)
Importance of Brand Resonance
1. The highest level of brand equity, where customers feel deeply connected.
Examples: Apple, Harley-Davidson, Nike.
2. Leads to higher profitability and advocacy.
Applications
§ Diagnosing Brand Health: Brands like Southwest Airlines have strong resonance, while others like
Levi’s lost relevance.
§ Digital Branding: Brands like Amazon and eBay succeeded by creating strong brand awareness,
credibility, and community.
Conclusion
The CBBE model provides a roadmap for strategic brand management. It emphasizes building strong,
favorable, and unique brand associations that lead to positive customer responses and deep brand
relationships. Companies that reach brand resonance benefit from loyal customers, advocacy, and long-term
success.
3
, Lecture 1 – Introduction: Customer Based Brand Equity
1.1 What is a brand
What is a brand?
1. Identification
A name, term, sign, symbol, design or any combination of those, used to identify the goods and
services of one seller or group of sellers
Example: Lely = machine brand
Everything is red and has rounded corners
2. Differentiation
A distinguishing name or symbol intended to identify the goods or services
of one seller, and to differentiate those goods and services from those of
the competitors.
3. Mental construct
Brands are mental containers of meaning and serve as internal information sources for buyers. Brands
are network of associations.
4. Relationship partner
“…Brands can and do serve as viable relationship partners [and] consumer brand relationships are
valid at the level of lived experience…”
5. Driving force
(B)rands are the mechanism that connects organizations and people… they are also the cultural forms
that allow us to express who we are … (and) the soul of corporations, organizations and movements.
1.2 How to build a strong brand?
Keller (2001) made the Customer Based Brand Equity (CBBE) Pyramid how to build a strong brand:
4 questions that consumers ask about your brand
1. Who are you? (identity)
2. What are you? (meaning)
3. How do I think & feel about you?
4. What is our relationship?
Layer 4
Layer 3
Layer 2
Layer 1
4
Index
Week 1 .......................................................................................................................................................... 3
Preparation lecture 1 – Keller (2001) .................................................................................................................3
Lecture 1 – Introduction: Customer Based Brand Equity ....................................................................................4
1.1 What is a brand .......................................................................................................................................4
1.2 How to build a strong brand? ..................................................................................................................4
Preparation – Knowles et al. (2022) ...................................................................................................................7
Preparation – Williams et al. (2022) ..................................................................................................................8
Lecture 2 – Branding with Purpose ....................................................................................................................9
2.1 What is (brand) purpose?........................................................................................................................9
2.2 Three types of purpose .........................................................................................................................10
....................................................................................................................................................................11
2.3 Developing a cause-based purpose .......................................................................................................11
Guest lecture - Chantal van Binsbergen ...........................................................................................................12
2.4 Brand Strategy .......................................................................................................................................12
2.5 Purpose-based positioning ....................................................................................................................13
Week 2 ........................................................................................................................................................ 15
Preparation - Löhndorf et al (2014) .................................................................................................................15
Preparation – Gelb & Rangarajan (2014).........................................................................................................16
Lecture 3 – Brands & Employees ......................................................................................................................17
Part 1 – Employee contributions to brand equity .......................................................................................17
Part 2 – Internal branding: social identity and social exchange perspectives .............................................18
Guest Lecture – Coolblue: Employer Branding .................................................................................................20
Week 3 ........................................................................................................................................................ 22
Preparation – Berger et al. (2008) ...................................................................................................................22
Preparation - Spiggle et al. (2015) ..................................................................................................................24
Lecture 4 – Brand associations.........................................................................................................................26
4.1 Brand associations.................................................................................................................................26
4.2 Priming, fluency and dogs? ...................................................................................................................26
4.3 Brand extensions ...................................................................................................................................29
Preparation – Keller (2014) ..............................................................................................................................31
Lecture 5 – Brand extensions: managerial perspectives ..................................................................................33
5.1 Brand Extensions ...................................................................................................................................33
Guest lecture – Guylian, Maaike Maagdenberg ..........................................................................................36
Week 4 ........................................................................................................................................................ 37
Preparation - Sirianni et al. (2013) ...................................................................................................................37
Preparation - Golossenko et al. (2020).............................................................................................................38
Lecture 6 – Brand Personality ..........................................................................................................................39
, 6.1 Brands as Humans .................................................................................................................................39
6.2 Brand Personality ..................................................................................................................................41
6.3 Employee Branding ...............................................................................................................................44
Preparation - Verlegh (2024) ...........................................................................................................................48
Lecture 7 – Brand Activism ...............................................................................................................................50
Week 5 ........................................................................................................................................................ 58
Preparation - Fournier (1998) ..........................................................................................................................58
Preparation - Eelen et al. (2017) ......................................................................................................................59
Lecture 8 – Brand Loyalty & Relationships .......................................................................................................61
8.1 What is Loyalty? ....................................................................................................................................61
8.2 From loyalty to WOM: Online & Offline ................................................................................................61
8.3 The Multitude of Relationships .............................................................................................................65
Preparation - Dretsch et al. (2024) ...................................................................................................................68
Preparation - Eigenraam et al. (2021) .............................................................................................................69
Lecture 9 – Brand Engagement ........................................................................................................................70
9.1 Customer Engagement Behaviors .........................................................................................................70
9.2 Managing CEB .......................................................................................................................................71
9.3 Driving Consumer Engagement: the role of authenticity ......................................................................73
9.4 Beyond Engagement: Co-Creation ........................................................................................................76
9.5 Co-Creation & Product Valuation ..........................................................................................................76
9.6 Brand Image Co-Creation ......................................................................................................................77
Week 6 ........................................................................................................................................................ 81
Lecture 10 – A Primer on brand growth ...........................................................................................................81
Exam tips ..........................................................................................................................................................84
Exam form ...................................................................................................................................................84
General tips .................................................................................................................................................84
Example questions ......................................................................................................................................85
2
,Week 1
Preparation lecture 1 – Keller (2001)
Building customer-based brand equity: a blueprint for creating strong brands
Kevin Lane Keller’s Customer-Based Brand Equity (CBBE) model provides a structured framework for building
strong brands. A strong brand leads to increased customer loyalty, price premiums, marketing efficiency, and
business growth. The core idea is that a brand’s power lies in customers' experiences and perceptions.
The Four Steps of Brand Building
The CBBE model is structured as a pyramid with four progressive steps:
1. Brand Identity – Who are you?
- Creating brand awareness (depth & breadth)
- Ensuring the brand is recognized and recalled in the right situations
2. Brand Meaning – What are you?
Establishing brand associations through performance and imagery
- Performance: Reliability, service quality, design, price
- Imagery: User profile, purchase situations, brand personality
3. Brand Responses – What about you?
How customers judge and feel about the brand.
- Judgments: Quality, credibility, consideration, superiority.
- Feelings: Warmth, fun, excitement, security, social approval, self-respect.
4. Brand Resonance – What about you & me?
- Achieving intense, active loyalty.
- Includes behavioral loyalty, attachment, community, and
engagement.
Brand-Building Blocks
Each of the four steps consists of six brand-building blocks
1. Brand Salience (awareness)
2. Brand Performance (functionality, reliability)
3. Brand Imagery (emotional connection)
4. Brand Judgments (customer evaluations)
5. Brand Feelings (customer emotions)
6. Brand Resonance (ultimate loyalty)
Importance of Brand Resonance
1. The highest level of brand equity, where customers feel deeply connected.
Examples: Apple, Harley-Davidson, Nike.
2. Leads to higher profitability and advocacy.
Applications
§ Diagnosing Brand Health: Brands like Southwest Airlines have strong resonance, while others like
Levi’s lost relevance.
§ Digital Branding: Brands like Amazon and eBay succeeded by creating strong brand awareness,
credibility, and community.
Conclusion
The CBBE model provides a roadmap for strategic brand management. It emphasizes building strong,
favorable, and unique brand associations that lead to positive customer responses and deep brand
relationships. Companies that reach brand resonance benefit from loyal customers, advocacy, and long-term
success.
3
, Lecture 1 – Introduction: Customer Based Brand Equity
1.1 What is a brand
What is a brand?
1. Identification
A name, term, sign, symbol, design or any combination of those, used to identify the goods and
services of one seller or group of sellers
Example: Lely = machine brand
Everything is red and has rounded corners
2. Differentiation
A distinguishing name or symbol intended to identify the goods or services
of one seller, and to differentiate those goods and services from those of
the competitors.
3. Mental construct
Brands are mental containers of meaning and serve as internal information sources for buyers. Brands
are network of associations.
4. Relationship partner
“…Brands can and do serve as viable relationship partners [and] consumer brand relationships are
valid at the level of lived experience…”
5. Driving force
(B)rands are the mechanism that connects organizations and people… they are also the cultural forms
that allow us to express who we are … (and) the soul of corporations, organizations and movements.
1.2 How to build a strong brand?
Keller (2001) made the Customer Based Brand Equity (CBBE) Pyramid how to build a strong brand:
4 questions that consumers ask about your brand
1. Who are you? (identity)
2. What are you? (meaning)
3. How do I think & feel about you?
4. What is our relationship?
Layer 4
Layer 3
Layer 2
Layer 1
4
