2. Customer-Based Brand Equity
Customer-based brand equity shows businesses
• How to lay the foundation that creates a
positive attitude toward a brand
• How to capitalize on attitudes and
loyalties of their customers
3. Keller’s Model
Four level’s for keller’s model
• Level One: Salience
• Level Two: Performance and Imagery
• Level Three: Judgement and Feelings
• Level Four: Resonance
4. Level One: Salience
• “Who are we?”
• It looks at the brand from the customer point of view
• wonders what words buyers associate
when they hear a specific
brand name.
5. Level Two: Performance and Imagery
• Performance encompasses factors such as customer service and
satisfaction with a product
• Imagery revolves around how customers’ needs are met both socially
and psychologically
• Imagery can also be the work of targeted marketing and word-of-
mouth
6. Level Three: Judgement and Feelings
• four categoryes
• Either actual or perceived.
• Created through a customer’s measure of trust for a brand and its products.
• A judgement based on the relevancy of a product to each individual’s
circumstances.
• Customers deciding where one brand falls in comparison to another.
7. Level Four: Resonance
• customer remains loyal to one brand
• Many factors go into creating resonance with customers
Including price, products, customer service, and
previous experience with the brand
9. Why is brand awareness important in
marketing?
• We are in an era of constant advancements in
technology, brand awareness is especially
important for every business
• important when launching new products and services
• leads to an increase in market share and incremental sales
10. Brand Awareness
level of consumer consciousness of a company
Marketing Goal
Specific objectives described
in a marketing plan
11. Marketing speed
Amount of money a marketing department spends on activities
Such as content marketing, paid advertising, SEO, social media,
trade shows, and more
Marketing KIPS
specific metrics used to track and measure progress
toward marketing goals
specific needs and business goals is key to their effectiveness
12. Top-of-Funnel Marketing
• refer to activities and campaigns that focus on lead generation and
targeting consumers
• These activities include many content marketing efforts, such as,
email, social media, blog posts, SEO, traffic, paid advertising
