Keller’s Customer-Based Brand Equity model
Type of model:
Author(s):
Domain:
Brand model (process model)
K.L. Keller
Brand-added value/ brand equity
Relationships:
Intense
active loyalty
|
Positive
accessible reactions
|
Points of parity &
points of difference
what about you and me?
|
Response:
what about you?
|
Meaning:
what are you?
|
Identity:
who are you?
Deep, broad
brand awareness
Figure 1: The Customer-Based Brand Equity model
Kevin Lane Keller’s Customer-Based Brand Equity model depicts the process
that goes into building strong brands. This model is set in the realm of brandadded value (customer-based brand equity, i.e. the added value a brand offers
customers/ consumers), which Keller defines as follows: the differential effect
that consumers’ brand knowledge has on their response to the marketing of that
brand. The model is made up of a number of steps that should be taken in a
fixed order. It describes six dimensions of brand equity: brand salience, brand
performance, brand imagery, consumer judgements, consumer feelings and
brand resonance. The highest level of brand equity is realized when the top of
the pyramid is attained (brand resonance). In Keller’s view, resonance comes
about when the consumer has a high level of awareness of and familiarity with
the brand and holds some strong, favourable, and unique brand associations in
memory.
The following provides an explanation of the six dimensions identified by Keller:
1. Brand salience: the first step in the development of a strong brand involves
describing its identity, and revolves around the question: who am I? In order
to successfully negotiate this first hurdle, the people in charge will have to
ensure that consumers will be able to identify with the brand. A clear associative link between the brand and a specific product class/ product category
has to be established in the mind of the consumer. That will enable the con-
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sumer to place the brand in context when confronted with it in advertising,
and also provides a solid footing for the building of brand awareness and
knowledge. Salience refers to how familiar consumers are with a brand. Is
the brand easily recognizable, is it a ‘top-of-mind brand’ and/ or is it recalled
spontaneously. But what is more important is whether the brand is actively
considered when consumers find themselves in purchase and/ or consumption situations. A high level of salience means that a consumer has
knowledge of both the depth and width of a brand. Depth refers to the ease
with which a brand can be activated in the consumer’s brain, while width refers to the extent to which this happens when the consumer is making a purchase decision. Brand salience is a precondition for moving up on the brand
pyramid.
2. Brand performance and brand imagery: when brand salience has been realized, the process moves on to the next steps in the development of brand
meaning. This second step basically answers the question: what am I? This
question can be answered using intrinsic (tangible) and extrinsic (intangible)
characteristics of a brand. Intrinsic characteristics refer to the degree to
which a product/ service is seen to perform by consumers, and extrinsic
characteristics say something about how consumers think about a brand.
Boosting overall brand equity requires an active focus on both brand performance and brand imagery. After all, all brand associations eventually converge in these two mainstays. Raising brand performance starts by delivering a product/ service that dovetails with current consumer needs, followed
by attempts to surpass the triggered consumer expectations. Brand imagery
can be increased by tailoring to consumers’ psycho-social needs. Imagery
refers to what people think about a brand (in terms of values and meaning)
and not so much about what exactly the product does or can do (in terms of
functionality). Brand imagery can be raised directly (brand experience) or indirectly (advertising). In the end, these two dimensions will have to bring
about certain brand associations that are strong, positive and unique (in that
order). The scores on these dimensions can be considered important indicators for possible future brand loyalty.
3. Brand judgements and brand feelings: after realizing strong, positive and
unique brand associations, you can continue up towards the top of the pyramid. This third step deals with the way consumers think and feel about a
brand. This step basically contains the responses to the efforts from step 2
(performance and imagery). The brand is evaluated and judged at this
stage, formulating a certain attitude towards/ opinion of the brand. There are
two important dimensions at play here: brand judgements (rational) and
brand feelings (emotional). The former denotes the opinion consumers have
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of a brand, and how they evaluate the brand. Their opinion is formed rationally, and based on three criteria: quality, reliability and superiority. Brand
feelings are emotional reactions by consumers to brands and their marketing
efforts. What feelings does the brand evoke in the consumer, and in the social environment? Are these feelings intense or not, positive or negative?
These feelings can be so strong that they even continue to affect brand observation during actual use of the product. These feelings are based on a
number of factors: In successive order: warmth, pleasure, tension, security,
social acceptance and self-respect.
4. Brand resonance: when all conditions from step 3 have been met, and the
consumer has acquired a positive idea of the brand in both a rational and an
emotional sense, we have a solid base from which to jump into the last
stage. This stage answers the question whether the consumer is willing to
enter into a (lasting) relationship with a brand. If so, we will have achieved
true brand loyalty. The consumer identifies him/herself with the (values of
the) brand to a considerable degree, and is willing to invest in a relationship.
That can come across in repeat purchases, reduced susceptibility to information from competing brands, and even in paying a possible price premium. Brand resonance is the ultimate relationship between a brand and a
consumer. The closeness of that bond between brand and consumer can be
measured using four factors: (behavioural) loyalty, emotional bond, being a
member of a brand community, and active brand involvement. High scores
on these factors denote truly strong brands, such as Coca-Cola, Apple and
Harley-Davidson.
Reference(s)
Keller, K.L. (2002), Strategic brand management; building, measuring and
managing brand equity. Prentice Hall, Upper Saddle River, N.J. *
Keller, K.L., Apéria, T., Georgson, M. (2008), Strategic brand management; a
European perspective. Prentice Hall, Harlow, U.K. *
* : Available in the EURIB library.
© 2009 EURIB (www.eurib.org)
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