Keller’s Brand Equity Model Explained (CBBE Resonance Pyramid)
4 levels of the Keller Brand Equity Model
Since the late 1990s, experts have been using a popular variant of the customer-based brand equity model called the Keller Brand Equity Model. In order to enhance the customer experience, this technique focuses on determining how people feel about a particular good or service and using that information. The Keller Brand Equity Model has four levels, and the following advice will help you incorporate each level into your marketing campaigns:
1. Brand identity
A marketer must have a solid understanding of a company’s brand identity before they can increase the brand equity of a product, service, or brand. At this stage of the Keller Brand Equity Model, marketers work to identify the characteristics of the brand they are representing. Marketers frequently carry out extensive research on brand salience during this phase. Brand salience, also known as brand awareness, refers to how consumers view a company, its goods, or its services.
Analyze online reviews from consumers regarding the brand you represent, as well as competitor research, to understand brand salience. Utilize this knowledge to carefully create the ideal brand image. This can give you a solid foundation on which to build persuasive marketing strategies and messages that appeal to your target market. To determine brand salience and create a comprehensive brand identity, you can ask various questions, such as the following:
2. Brand meaning
You can develop the brand meaning of the company you represent once you define its identity. The second level of the Keller Brand Equity Model focuses on what a brand is and how it makes customers feel, while the first level emphasizes a brand’s identity. In order to concentrate on both logical and emotional reactions to a brand, marketers typically divide this level into two parts. These two parts are:
Consider carefully whether the brand you represent meets the needs of your customers. Read reviews carefully to determine if there are any areas where you can do better. Then look for opportunities to exceed customer expectations. For instance, you could mail special offers or little gifts to devoted clients on their birthdays. During this phase, you can also evaluate a brand’s online presence to make sure it feels consistent and accurately represents the organization, product, or service.
3. Brand response
In the third level of the Keller Brand Equity Model, marketers work to comprehend their clients’ attitudes toward the brand and create a strategy for responding to those attitudes. This level also has two sections that deal with customers’ rational and emotional responses to a brand. These two parts are:
Analyze customer feedback to better understand them, and look for ways to enhance your brand so that it lives up to or exceeds their expectations. If customers feel good about the brand and believe it has a good reputation, look for ways to reinforce these feelings and turn them into devoted brand advocates. This could entail giving feedback to social media comments and messages or rewarding loyal customers.
4. Brand relationships
The Keller Brand Equity Model’s final level is concerned with creating enduring bonds between a company and its clients. Marketers assess brand resonance at this stage, which is a gauge of how in tune consumers feel they are with the brand. Customers who have a strong brand resonance act as brand ambassadors. They’re content to provide glowing testimonials, refer friends to the good or service, and make more purchases in the future.
These customers wouldn’t even think about buying from one of your rivals. They might even be energetic participants in social media groups or exclusive clubs dedicated to the brand you represent. When a brand reaches this stage, it’s crucial to take all possible measures to keep its supporters satisfied and motivated. Some methods that marketers frequently employ to cultivate relationships with their clients include:
What is the customer-based brand equity model?
A set of marketing principles called the customer-based brand equity model is used by experts to create well-known brands. It supports brand equity building, profit margin expansion, audience engagement, and brand loyalty for marketers. Brand equity measures how well-known a particular brand is to the general public. The brand equity of well-known brands is high, while that of lesser-known brands is lower. For instance, a well-known national restaurant chain may have high brand equity because it is well-known, whereas a recently opened local pizza restaurant may have low brand equity.
In order to encourage customer recommendations and increase brand awareness, marketers who employ the customer-based brand equity model work to create positive experiences surrounding a brand. The customer-based brand equity model focuses on five essential components in order to achieve this:
4 benefits of using a customer-based brand equity model
Four advantages of using a customer-based brand equity model are as follows:
1. Increased customers
You can increase the number of recommendations and reviews for your brand by using a customer-based brand equity model to make sure every interaction customers have with it is positive. Additionally, having a strong brand equity increases the possibility that prospective customers will learn about your goods or services. This level of brand recognition can result in a steady rise in customers because people are more likely to trust companies they have heard of than ones they haven’t.
2. Improved brand loyalty
With each interaction, marketers who use a customer-based brand equity model concentrate on adding value for their clients. This aids them in delivering satisfying customer experiences and fostering enduring relationships. The more you use the model to develop your client relationships, the more likely it is that they will make additional purchases.
3. Increased revenue
Building a well-known and reputable brand with the aid of the customer-based brand equity model may enable you to charge customers more for goods and services. Increasing brand loyalty also raises each customer’s lifetime value. Additionally, customers are more likely to provide favorable testimonials and recommendations, which can draw in new clients and boost sales.
4. Decreased costs
A brand’s advocates and devoted customers grow along with the volume of natural social media posts about the business, item, or service. Customers can share their positive brand interactions on various digital platforms using their personal social media profiles, which helps the brand become more well-known. Since their customers are starting to promote their brand for free, many businesses experience an increase in engagement and a decrease in their advertising expenses.
What are needs of customer-based brand equity?
The term “customer-based brand equity” (CBBE) is used to demonstrate how consumer perceptions of a brand have a direct impact on that brand’s success. The Keller Model, created by marketing professor Kevin Lane Keller and published in his influential book Strategic Brand Management, is the most well-known CBBE model.
How do you measure customer-based brand equity?
The five crucial components of value, performance, trust, social image, and commitment form the foundation of customer-based brand equity. It’s crucial to realize that customers already have these ideas in their heads, so brands should develop plans to cement them there permanently.