Keller’s Brand Equity Model Explained (CBBE Resonance Pyramid)

Summary

In this video, Stephen Houraghan from BrandMasterAcademy.com explains the importance of brand equity and how to measure and grow it using Keller's Customer-Based Brand Equity (CBBE) Model. He outlines the four levels of the model: identity, meaning, response, and relationship. The goal is to help brands create a strong connection with their audience, develop loyalty, and foster brand advocacy. The video provides a framework for evaluating and enhancing brand equity to increase market share and customer loyalty.

Takeaways

• 😀 Brand equity is crucial for building a successful brand, as it drives customer loyalty and enables brands to command a premium price.
• 😀 Keller's Customer-Based Brand Equity (CBBE) model is a framework for growing and evaluating brand equity by focusing on audience perception and interactions.
• 😀 The first level of the CBBE model is 'Identity,' which focuses on brand recognition and awareness. A brand must be easily recognized and recalled by the audience.
• 😀 The second level, 'Meaning,' involves communicating the value your brand offers and why it stands out from competitors. It includes performance and imagery.
• 😀 'Performance' refers to how your brand fits the needs of the audience, while 'Imagery' focuses on aligning your brand with customers' social and psychological values.
• 😀 The third level, 'Response,' focuses on how customers perceive your brand. It involves judgments (how they view the brand's role in their lives) and feelings (the emotions your brand evokes).
• 😀 The fourth level, 'Relationship,' is about resonating emotionally with your audience, with the goal of creating a strong bond that leads to brand advocacy.
• 😀 Emotional connection and self-identification with the brand are key to building loyalty and turning customers into advocates who will promote your brand.
• 😀 The CBBE model provides a simple and reliable tool to evaluate your current brand equity and to plan for its growth through the four levels.
• 😀 The first step to building brand equity is establishing brand awareness, which is essential for getting your audience to recognize and recall your brand.
• 😀 For a deeper dive into building brand awareness, 15 strategies are offered in the video to help you grow your brand recognition effectively.

Q & A

What is brand equity?

Brand equity refers to the value of a brand in the marketplace, which is determined by consumer perceptions, experiences, and associations with the brand. It influences customer loyalty and willingness to pay a premium for a brand.

Who developed the brand equity model discussed in the video?

The brand equity model discussed in the video was developed by Kevin Lane Keller, a recognized leader in the field of brand management.

What is Keller's CBBE model?

Keller's CBBE (Customer-Based Brand Equity) model is a framework that helps brand builders establish, grow, and evaluate brand equity by creating a perception in the marketplace that the audience values.

How many levels are there in Keller's brand equity pyramid?

Keller's brand equity pyramid consists of four levels: Identity, Meaning, Response, and Relationship.

What is the first level of the brand equity model?

The first level is 'Identity,' which focuses on brand recognition and awareness. It's about ensuring that the audience can recognize and recall the brand.

What is the second level of the brand equity model?

The second level is 'Meaning,' which involves communicating what value the brand offers, why it's different, and why the audience should care about it.

What are the two components of the 'Meaning' level?

The two components of the 'Meaning' level are performance (how the brand meets the needs of the audience) and imagery (how the brand aligns with the audience's social and psychological values).

What is the third level of the brand equity model?

The third level is 'Response,' which focuses on how the audience perceives the brand. It considers judgments (the conclusions customers form about the brand) and feelings (the emotions the brand evokes).

What is the fourth and final level of the brand equity model?

The fourth level is 'Relationship,' which is about how deeply the brand resonates with the audience. This emotional connection leads to brand loyalty and advocacy, where customers self-identify with the brand.

What is the ultimate goal of building brand equity?

The ultimate goal is to develop strong customer loyalty and emotional connections, turning customers into brand advocates who promote the brand on their own.