Brand equity is defined as the value of a brand based on customer perceptions, which can be positive or negative. Keller’s brand equity model outlines four key steps for building strong brand equity: brand identity, brand meaning, brand response, and brand resonance, which emphasize the importance of aligning customer perceptions with the intended brand image. Achieving brand resonance, the strongest connection customers can have with a brand, involves fostering deep relationships through consistent customer engagement and reliance on the brand.

1. BRAND EQUITY

3. WHAT IS BRAND EQUITY?
•In marketing, the brand equity refers to the
value of the brand depending on the customer
perception of the brand in the market. Brand
equity can be positive or negative, as if the
customer is happy from your brand and gives
you higher rank then it will be positive equity
while if the brand fails to reach the customer
values then they give them negative rank.

4. KELLER’S BRAND EQUITY MODEL
•Kevin Lane Keller, a marketing
professor at the Tuck School of
Business at Dartmouth College,
developed the Keller’s Brand Equity
Model in his widely used textbook,
“Strategic Brand Management.”

5. •There was a simple concept behind the Keller’s
Brand Equity Model and that is to build a strong
brand equity you must know the customer
perception and feedback about the brand. The
right type of experience about the brand
generates the positive feelings and perception
about the brand.
•There are four steps in Keller’s Brand Equity
Model to create a successful brand:

7. STEP 1: BRAND IDENTITY
•A brand that customers recognize and are
aware of. It is important to ensure that the
brand’s perception by consumers aligns
with how you want your brand to be
perceived.

8. STEP 2: BRAND MEANING
•The two building blocks in this step to
create brand meaning are “performance”
(what your brand means) and “imagery”
(what your brand stands for).

9. •This refers to how well the products or services
meet customers’ needs. There are five
categories: (1) primary characteristics and
features; (2) product reliability, durability, and
serviceability; (3) service effectiveness,
efficiency, and empathy; (4) style and design;
(5) and price.
•Imagery: This refers to the ability of your brand
to meet customer’s needs on a psychological
and social level.

10. STEP 3: BRAND RESPONSE
Customers make a judgment about a brand, which falls
into four key categories:
• Quality: The perceived and actual quality of a
product/service.
• Credibility: The trustworthiness, likability, and expertise
(innovation) of the brand.
• Consideration: The relevance of a product/service to a
customer’s needs.
• Superiority: The superiority of a brand compared to

11. STEP 4: BRAND RESONANCE
•This is the most difficult thing to attain that a
customers have formed a deep connection to
your brand. This can be built through repeat
purchases and continuously attending the
events of the company. In essence, brand
resonance is the connection that customers
have with a brand.