Goal: is to create “brand salience,” or awarenessīlocks: “Salience ” that company need to make sure that its brand stands out, and that customers recognize it and are aware of it and try to ensure that brand perceptions are “correct” at key stages of the buying process.Īpplication: Use market segmentation and unique selling position tool to Identify the actions that you need to take as a result. © Pearson Education Limited 2013.įour steps of the pyramid mentioned above represent four fundamental questions that customers will ask – often subconsciously – about brand. The four steps contain six building blocks that must be in place for company to reach the top of the pyramid, and to develop a successful brand. These are:
The model, seen in Figure 1, illustrates the four steps to build strong brand equity.įrom “Strategic Brand Management: Building, Measuring, and Managing Brand Equity” by Kevin Lane Keller. Care about how customers think and feel about your product, how to build the right type of experiences around corporate brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about brand.Ī strong brand equity stimulates customers to buy more, introduce brands to other people and create customer loyalty and make advantages compare to competitors.
The concept behind the Brand Equity Model is simply building a strong brand based on customer. The most common model for customer-based brand equity is the one created by marketing professor Kevin Lane Keller in his book, Strategic Brand Management. Keller puts the model in a four-level pyramid, with the middle two layers being divided equally between two factors. CBBE - Caliente's Beautiful Bodies Edition Novem. MHRA 'CBBE - Caliente's Beautiful Bodies Edition', All Acronyms, 13 November 2021, Bluebook All Acronyms, CBBE - Caliente's Beautiful Bodies Edition (Nov. CBBE - Caliente's Beautiful Bodies Edition. "CBBE - Caliente's Beautiful Bodies Edition". CBBE - Caliente's Beautiful Bodies Edition, All Acronyms, viewed November 13, 2021, MLA All Acronyms.
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