Brand Equity Model

Definition: the Brand Equity Model is a pyramid-shaped model by Kevin Keller to describe the process of building a strong brand. It focuses on how customers think and feel about your product or brand.
The model has 4 steps:
1. Brand Identity
2. Brand Meaning
3. Brand Response
4. Brand Resonance
The model uses six dimensions of "brand-added value":
- Brand Salience
- Brand Performance
- Brand Imagery
- Consumer Judgments
- Consumer Feelings
- Brand Resonance
Also called Customer Based Brand Equity Model and CBBE Model.

More on the brand equity model.
More on brand management: Audio Branding, Brand Asset Valuator, Brand Equity, Brand Identity, Brand Loyalty, more...

MBA Brief offers brief, yet very accurate definitions of MBA concepts, frameworks, methods and models. We keep it short and provide some links in case you'd like to learn more around a subject.