references/theories/customer-based-brand-equity.md

# Customer-Based Brand Equity

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- The brand needs structured memory and meaning.

## Mechanism

Salience -> meaning -> responses -> resonance.

## Applied marketing use

Diagnose which brand-building stage is weak.

## Failure modes

- Forcing a ladder when actual buying behavior points elsewhere.

## Counterweights

- `penetration-growth`

## Sources

- `source:keller-sbm`