NAME: SANA SALEEM

STUDENT 1D: 20181-24158

Keller’s Brand Equity Model
Keller’s Brand Equity Model also known as Customer-Based Brand Equity (CBEE) is evolved
around the basic concept of marketing that is, in order to build a strong brand, you must shape
how customers think and feel about your brand. For this you need to build right type of
experiences around your brand so that you customers have specific, positive thoughts, feelings,
beliefs, opinions and perceptions about the brand
It is important to have a strong brand equity, because this would be something that would pull
your customer to buy your product, encourage others to buy it through positive word of mouth,
and be a loyal customer. Below is the Brand Equity Model that was proposed by Kelvin Keller.

This is a four step and six building blocks model based on the idea that how to create a strong
brand equity.

Step 1: Brand Identity- Who are You?

In this first step, you are aiming to create “brand salience” or “brand awareness”. Your motive
behind creating awareness is that you can differentiate your product from other offerings. You
want your customer to recognize your brand and create a correct perception, because how they
perceive a brand is a key element in the process of buying. It is very important that your
customer receive a correct brand image, as through your brand you are trying to satisfy a
particular set of customer’s need that is your brand’s unique selling proposition. By adjusting
your product or service, or by altering your methods of communication you need to make sure
that the customer is perceiving your brand as an accurate choice for the solution to their problem.
Step 2: Meaning-What are You?
In this step you have two main goals. To identify and communicate what your brand means and
what is stands for. There are two essential building block in this step. Performance and Imagery.
By performance means how well does your product aligns with the customer’s need. In
accordance with this model performance can further be categorized into five categories:
1. Primary characteristics and features.
2. Product reliability, durability, and serviceability.
3. Service effectiveness, efficiency, and empathy.
4. Style and design.
5. Price
Whereas, imagery is defined as how well your brand meets customer’s need on social and
psychological level.
A good example of this could be Pepsi. Pepsi is having a great brand performance in case of the
performance factor and then their initiative that Pepsi, come together to light up lives campaign
created a strong psychological impact on customer’s mind that they are contributing for the well-
being of other through buying a bottle of Pepsi.

Step 3: Brand Response-What do I Think, or Feel about You?

Your customers’ responses to your brand would fall in two categories: Judgements and feelings.
These are two building bock s of step 3. Your customer will judge your brand based on four
categories:
1. Quality: Customer judge a brand or a product based on its perceived and actual
quality.
2. Credibility: Customer judge credibility using three dimensions, expertise (which
includes innovation), trustworthiness and likability.
3. Consideration: Customer would judge your product on how relevant is your product
to their needs.
4. Superiority: Customer assess how superior your brand is, compared to other
competitor’s offering
Apart from this, customer also respond to your brand according to how it makes them feel.
According to this model there are six positive brand feelings, warmth, fun, excitement, security,
social approval, and self-respect. By using these you can evoke your customer’s emotions and
make them feel connected with your brand or product.
Step 4: Brand Resonance-How Much of a Connection Would I Like to have
with You?
Brand resonance sits at the top of the brand equity pyramid because it’ the most difficult and the
most desirable level to reach. You have achieved brand resonance when your customers feel a
deep, psychological bond with your brand. Keller breaks resonance into four categories:
1. Behavioral loyalty: This includes regular, repeat purchases.
2. Attitudinal attachment: Your customers love your brand or your product, and
they see it as a special purchase.
3. Sense of community: your customers feel a sense of community with people
associated with the brand, including other consumers and company
representatives.
4. Active engagement: This is the strongest example of brand loyalty. Customers
are actively engaged with your brand, even when they are no purchasing it or
consuming it. This could include joining a club related to the brand, following
your brand on social media, etc.