Strategic Brand Resilience in Higher Education: Insights from Keller’s Customer-Based Brand Equity Model

Zurina Ismail, Annisa Ibrahim and Nur Asyikin Abdul Najib
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Zurina Ismail: Arshad Ayub Graduate Business School, University Technology MARA, Malaysia.
Annisa Ibrahim: Sony Interactive Entertainment PlayStation Studios Malaysia Sdn. Bhd.
Nur Asyikin Abdul Najib: Think City Sdn. Bhd.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 6646-6654

Abstract: Customer-Based Brand Equity (CBBE) is a crucial concept in marketing that focuses on understanding and leveraging the value of a brand from the consumer’s perspective. Developed by Kevin Lane Keller, the CBBE model outlines how a brand’s strength is built and maintained through customer perceptions, associations, and experiences. The model is structured into four key dimensions: brand identity, brand meaning, brand response, and brand resonance. Each of these dimensions plays a vital role in creating a brand that is not only recognized and trusted but also deeply embedded in the consumer’s daily life. By focusing on how customers perceive the brand, the CBBE model helps organizations to strategically manage brand equity, ensuring long-term brand loyalty, competitive advantage, and financial success (Li et. al., 2020; Raza et. al., 2020; Wei, 2022; Coudounaris, 2024).

Date: 2025
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