Keller’s Brand Equity Model

Build a Strong Brand

Create Keller’s Brand Equity models for your business/service with Creately to collaborate, extend, and visualize in one place.

  • Customizable Keller’s Brand Equity templates to quickly get started
  • Real-time collaboration and whiteboarding to connect with others seamlessly
  • Export as SVG, PNG, JPEG, or PDF
Keller’s Brand Equity Model
National Geographic
Analyze the Current State and Enhance Your Brand

Analyze the Current State and Enhance Your Brand

Analyze the Current State and Enhance Your Brand

Customizable templates for you to instantly simplify the information gathered from the analysis.

Infinite canvas that can scale up to 1000s of items to add information on the current state of your brand and build how to change it, in one place.

Import data from multiple sources like Google, Microsoft, and many more to add references and detailed information.

Powerful documentation capabilities that will help you to plan and execute the findings of Keller’s Brand Equity model easily.

Integrate into most popular platforms like Slack, Google, Github, Confluence, and more.

Add images, tables and formatting options to docs based on the results identified.


Connect with Your Teams in Real-time

Connect with Your Teams in Real-time

Audio and video conferencing baked into the platform to connect with multiple teams in real-time. Feels like you are in the same room.

Real-time cursors for any number of participants to collaborate with colleagues on a shared canvas.

Multiple access levels and roles to customize the sharing experience among different teams and teammates.

Comment on anything, with context. Full comment threads and discussions for async collaboration using Keller’s Brand Equity model.

Allow guest users to view and edit workspaces where you can share your analysis with other stakeholders and conduct discussions.

Connect with Your Teams in Real-time
Convert Your Ideas to Action Plans

Convert Your Ideas to Action Plans

Convert Your Ideas to Action Plans

Create custom databases with multiple types of data sets based on your findings using Keller’s Brand Equity model.

Use frames inside the infinite canvas to generate page-like layouts to organize your data, group similar content, or build a presentation flow for your research.

Create multiple perspectives with model objects; convert brand equity models to strategic diamond models, strategic group maps, or roadmaps.

Multiple document statuses to mark progress as Draft, In Progress, In Review, Approved, or Final.


Take Your Branding Strategy to Multiple Platforms

Take Your Branding Strategy to Multiple Platforms

In-built project management tools to manage ownership, tasks, and revisions.

Connect to your favorite tools with Creately plugins for Github, Slack, Google Workspace, Confluence, and more.

Embed in any site or share with anyone via an email or link invite to collaborate on.

Take Your Branding Strategy to Multiple Platforms
Visualize process and user insights with AI templates
Visualize process and user insights with AI templates
Accessing Creately VIZ

    What Is Keller’s Brand Equity Model?

    Kevin Lane Keller 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. 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.