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.

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