What is Brand Equity?

Brand equity is the holy grail of branding.

Your brand equity is the reason that your audience will not only choose your brand but will remain loyal to it. When you know how to measure, and more specifically grow it, you will dramatically increase your chances of building a successful brand and a successful company.

So how exactly do you do that? By using the Keller’s brand equity model.

Kevin Lane Keller is an international leader in the field of brand management who developed one of the most recognised brand equity models available today. This system is the CBBE (customer-based brand equity model). This model is a tool on how to establish, grow and evaluate brand equity and it gives organisations a framework to be able to go out and do exactly that.

How is the brand equity model used?

Keller’s idea was that in order to build a valuable brand, you need to create a perception in the marketplace that your audience will value. This means that every single touch point and interaction that your audience has with your brand should work towards your desired perception.

Here’s a breakdown of each level of the Keller’s equity model:

Level 1 – Identity (who are you?)

This is all about brand recognition and awareness.

This is the first step to generating or developing that brand equity. Basically, they need to be able to recognise it and recall it (your name, logo, tagline, slogan). The broader identity of all these elements can contribute towards establishing your brand awareness and help establish your recognition in the marketplace.

Level 2 – Meaning (what are you?)

This is about communicating what value you offer in the marketplace.

Why are you different? Why should your audience care about your brand? Why should they turn towards your brand instead of your competitors?

Within this level, you should be demonstrating how your brand fits the needs of your audience and how your brand aligns with your customer through both social and psychological levels (what do they believe, what does your brand believe and what does your brand stand for?)

Level 3 – Response (how are you perceived?)

This is asking how does the customer respond to your brand messaging and what response does your brand evoke.

Judgments - these are the conclusions that your audience comes to in the role that your brand plays or can play in their lives.

Feelings - what emotions have you evoked from your audience through your imagery, your messaging and associations?

Level 4 – Relationship (how are you connected?)

For the final level, the model is asking if you have resonated with your audience on an emotional level? Do they self-identify with your brand?

Having an audience that self-identifies with your brand is the level that you should aim to achieve for your business. If your customer aligns with your beliefs and identifies with who your brand is, not only will they be loyal customers and come back for more, they’ll become brand advocates who will proudly become salespeople for your brand.

Keller’s brand equity model is very simply but does deliver a very reliable tool that you can use as a framework to grow your brand loyalty and ultimately your market share.

A strong brand equity allows you to live in the heads of your consumers rent-free, and is essential to the long-term survival (and growth) of your company.

At Visual Print and Design, we understand the importance of branding and its power in taking your business to the next level. That’s why we work with brands all across the UK combining strategy with creativity to invoke a reaction through print and digital mediums.

To discuss your latest project, give us a call on 01522 300222 or get in touch today.

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