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