Marketing and Comms – Customer-Based Brand Equity

I’m putting together a course specifically for charities and non-profits. This piece is part of a collection of materials that you can get as handouts, but I’ve also posted it online because even though it was made for the Building Value program, it could be useful for lots more people.

The CBBE Model, which stands for Customer-Based Brand Equity, is all about making your charity or non-profit’s brand really stand out and connect with people. Think of your favorite sneaker brand or a soda you love; those brands mean something to you because of their identity, what they stand for, the way they make you feel, and the kind of relationship you have with them, even if it’s just feeling cool wearing those sneakers or drinking that soda. Here’s how charities can use this model:

  1. Brand Identity: First, you make sure people know who you are. For a charity, this could be about being recognized as the go-to organization for a specific cause, like saving endangered animals.
  2. Brand Meaning: Next, you show what you stand for and what makes you different from others. If our charity helps save endangered animals, the meaning might be about the importance of biodiversity and the environment.
  3. Brand Responses: This is about how people react to your brand and what they think about it. Do they see your charity as trustworthy and effective? If someone feels good about how their donation is used to save animals, that’s a positive response.
  4. Brand Relationships: Lastly, it’s about building a strong connection with your supporters, making them feel like they’re part of your mission. This could mean creating a community of animal lovers who share stories and support each other.

Example: Let’s say there’s a charity called “Save the Whales”. They work on making sure whales are safe and healthy in the ocean.

  • Brand Identity: They make themselves known with a catchy logo and slogan, like a whale tail with the words “Every Whale Counts”.
  • Brand Meaning: They share stories and facts about why whales are crucial for the ocean’s health, making you understand and care about their cause.
  • Brand Responses: People start talking about how “Save the Whales” is doing great work and how their donations make a real difference, showing trust and admiration for the charity.
  • Brand Relationships: “Save the Whales” keeps in touch with supporters through updates, invites them to events, and even features stories from donors on their social media, making people feel like they’re a vital part of the mission.

Using the CBBE Model helps charities like “Save the Whales” build a strong, meaningful brand that people love and want to support, just like they would with their favorite brands.