Keller’s Brand Equity Model Explained (CBBE Resonance Pyramid) - YouTube

What's up brand builders Stephen Houraghan  here at BrandMasterAcademy.com and in this  

video you're going to learn what the brand  equity model is so you can better understand  

how to measure and grow your brand equity  and value so you can get your customers  

to fall in love with your brand develop  loyalty and keep coming back for more

now if you're new to the channel and you want  to build brands that go beyond the visuals using  

strategy psychology and creative thinking then  you're in the right place hit that subscribe  

button and the notification bell if you want to  fast track your results make sure you grab the  

program strategy blueprint it's a free download  and the link is in the description now brand  

equity is the holy grail of branding because your  brand equity is the reason that your audience will  

not only choose your brand but choose to pay  a premium just to have your brand so when you  

understand how to measure and more specifically  grow it then you dramatically increase your  

chances of building a successful brand so what is  keller's brand equity model well kevin lane keller  

is an international leader in the field of brand  management and he developed one of the most  

recognized brand equity models available today  and that is the cbbe or the customer based brand  

equity model now this model is a tool on how to  establish grow and evaluate brand equity and it  

gives brand builders a framework to be able to  go out and do exactly that so how does the brand  

equity model work well keller's idea was really  simple that in order to build a valuable brand  

you need to create a perception in the marketplace  that your audience actually values so every single  

touch point every single interaction that your  audience has with the brand the entire brand  

experience should work towards that perception  so using the steps of the model a brand can grow  

its equity through performance associations  emotions and connections so let's jump into  

the steps of the brand equity model so you can  see exactly how to do that so this is the brand  

equity model in full or the brand equity pyramid  now it has four levels all focused on achieving  

an outcome that contributes towards the growth of  brand equity so let's run through each level now  

level one is identity so who are you so this is  all about brand recognition and awareness and this  

is the first step to generating or developing that  brand equity your audience needs to be aware of  

who your brand is they need to be able to  recognize it and recall it so your slogan your  

tagline your logo your name the broader identity  all of these elements can contribute towards  

establishing that brand awareness and helping  to establish that recognition in the marketplace  

level two is the meaning what are you so this  is all about communicating what value you offer  

in the marketplace why you're different why  your audience should care about your brand  

why they should turn towards your brand instead  of your competitors so you can use performance  

and imagery within this level so performance  is about demonstrating how your brand fits the  

needs of your audience and the image is about  how the brand aligns with your customer through  

social and psychological levels what do they  believe and what does your brand believe and  

what does your brand stand for level three is  response so how is your brand perceived how does  

the customer respond to your brand messaging and  what response does your brand evoke specifically  

what does your audience think and feel about your  brand and the two building blocks for this level  

are judgments and feelings so judgments are  the conclusions that your audience comes to  

in the role that your brand plays or can play in  their lives and the feelings are what they feel  

what emotions have you evoked from your audience  through your imagery through your messaging and  

associations level four is relationship so how are  you connected to your audience and this level is  

all about resonance have you resonated with who  your audience is on a really emotional level on  

a deep level do they self-identify with your brand  because if your audience self-identifies with your  

brand that is the holy grail of branding if they  feel that your brand represents who they are then  

they will feel that emotional connection so when  you set out to build a brand this is the level  

that you should aim to achieve because if your  customer aligns with your beliefs and identifies  

with who your brand is and the associations  that you've established in the marketplace  

not only will they be loyal customers and come  back for more they'll become brand advocates  

who will proudly self-identify and become  salespeople for your brand so as you can see the  

keller's brand equity model is very simplistic but  it does give you a very very simple and reliable  

tool that you can use as a framework to first  evaluate where you are with your brand and then to  

grow your brand equity loyalty and ultimately your  market share now you'll remember the first step  

of the brand equity model is to establish  that recognition and brand awareness if you  

want to learn how to develop brand awareness  then this video will give you 15 strategies  

on how to do exactly that until next time brand  like a master and i'll see you in the next video