More Brand Equity Model Templates and Examples

Brand Equity Model Template

Brand Equity Model Template

Brand Pyramid

Brand Pyramid

Brand Identity Prism Of Nike

Brand Identity Prism Of Nike

Brand Archetypes Wheel

Brand Archetypes Wheel

Brand Essence Wheel

Brand Essence Wheel

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Guide and Best Practices

Kevin Lane Keller, a marketing professor, first introduced the brand equity model in his popular textbook “Strategic Brand Management”. The brand equity model by Keller is also known as the Customer-Based Brand Equity (CBBE) model.

The tool helps companies find the way to build a strong brand by shaping how their customers think and feel about them. In order to do so, the companies should work on creating the right kind of experience so that the customers will have positive feelings, thoughts, opinions, and beliefs about the brand. The model helps you identify the stage your brand belongs to and what you should do to move further up.

How to use Keller’s brand equity model

  • The first level of the pyramid is Brand Identity. The aim at this stage is to create brand awareness among your customers; to make sure that you stand out among your competitors.
  • To build your brand identity, you need to understand your customers first. Build customer personas based on the audience segments, their needs and the way they interact with your brand. It’s also important to understand how they distinguish you from competitors when making decisions, their perception of your brand, etc.
  • Make sure that your audience perceives your brand the way you want them to. If your efforts are ineffective, alter your product or service or your branding efforts.
  • The second level of the pyramid stands for Brand Meaning. It is divided into two sections; performance and imagery.
  • The performance consists of factors such as serviceability, reliability, durability, etc. Imagery refers to how your customers would perceive your brand socially and psychologically.
  • The third level represents Brand Response. This is where you need to identify your customer’s responses after purchase. Responses can be categorized as judgments and feelings.
  • The top level of the brand equity pyramid is brand resonance which is considered the most difficult to reach. It focuses on building a strong relationship with the customer, and the factors you need to consider are customer behavior, values, attitudes, feelings, and engagement.
  • Use Creately templates as you create your strategies to climb your way up the pyramid. Share them with stakeholders and get their feedback as well. Download and add them to presentations, documents, or wikis so everyone else in the organization can easily access them.

More templates and visual ideas for strategic marketing planning

Strategy Diamond Template

Strategy Diamond Template

Porter's Five Forces Analysis

Porter's Five Forces Analysis

SWOT Analysis Template

SWOT Analysis Template

SOAR Analysis Example

SOAR Analysis Example

Ansoff Matrix Examples

Ansoff Matrix Examples

Target Market Diagram

Target Market Diagram