Managing Customer-Based Brand Equity (CBBE) Through Brand Knowledge Management

Brand management literature has lately started focusing on the management of intangible sources of brand performance. This transition has also become obvious from explicit to implicit brand management practices. Customer-Based Brand Equity (CBBE) is one of the areas that are of high concern to marketers and it deals mostly with subjective perceptions about the brand. A brand knowledge management lens is proposed to effectively manage the CBBE performance of the brand. Conceptual research models are proposed to further advance the study of brand knowledge management and its link with CBBE performance.