Keller's Customer-Based Brand Equity Model (Keller, 2009)

Keller's Customer-Based Brand Equity Model

Nguồn: European Institute for Brand Management (EURIB)
K. L. Keller (2009)

Abstract

     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 brand-added 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.

Keywords: Keller (2009), Brand Equity Model, Customer.

Link tải file đầy đủ: Keller's Customer-Based Brand Equity Model

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