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

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). In the context of higher education, the application of the CBBE model is particularly significant. As universities and colleges increasingly compete on a global scale, the perception of their brand among prospective students, alumni, employers, and other stakeholders becomes a critical determinant of success. A strong brand in higher education can influence student enrollment, retention, and overall satisfaction, while also enhancing the institution’s reputation and market position Khoshtaria et. al., 2020; Pinar et. al., 2020; Gardiana et. al., 2023). By employing the CBBE model, educational institutions can systematically build and manage their brand equity, ensuring that they resonate with their target audience and foster long-term loyalty and advocacy. This approach not only supports the institution’s immediate goals but also contributes to its sustainability and growth in an increasingly competitive and dynamic environment.