The Branding Pyramid Essays

2839 Words May 15th, 2013 12 Pages
The Branding Pyramid
By Jeffrey A. Lupisella

One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.
In general, we’re a pretty visual (no pun intended) bunch here at Vizual. But branding isn’t just about the visual experience. It’s also about communicating your message and giving your audience their desired experience to achieve a higher purpose. Many of our clients are very visual as well, so we enjoy spending
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At that point, the payoff can be significant.

Keller's Brand Equity Model
Building a Powerful Brand
"Patagonia" is a trademark (see www.patagonia.com). We have no association or connection with this company.

Use Keller's Brand Equity Model pyramid to strengthen your customers' perception of your brand.
© iStockphoto/Freerick_k
Do you know what makes a brand strong? If you had to make yours stronger, would you know how to do it?
Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively, or work out how to turn a struggling brand into a successful one.
In this article, we'll look at Keller's Brand Equity model. This tool highlights four steps that you can follow to build and manage a brand that customers will support.
Overview
Keller's Brand Equity Model is also known as the Customer-Based Brand Equity (CBBE) Model. Kevin Lane Keller, a marketing professor at the Tuck School of Business at Dartmouth College, developed the model and published it in his widely used textbook, "Strategic Brand Management."
The concept behind the Brand Equity Model is simple: in order to build a strong brand, you must shape how customers think and feel about your product. You have to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it.
When you have strong brand

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