Customer-Based Brand-Equity (CBBE)

It corresponds to the difference of product evaluation without the brand name and product evaluation with the brand name.
Three approaches coexist to measure the CBBE :

To Keller, brand equity is down to two indicators: first the network of strong, unique and positive associations, and secondly the attention (recognition, memory recall) measured by loyalty.
For other authors, the CBBE is measured by the strength of the attachment to the brand.
Finally, brand equity can be approached by the preferences and choices of consumers, a concept close to « utility » in economics (Yoo and Donthu, 2001).