The Customer based Brand equity model is based on the 4 questions asked by the customer. Who are you ? - Brand identity What are you? - Brand meaning What do I think or feel about you? - Brand responses What kind of association would I like to have with you? - Brand relationship The above order is known as the Branding ladder , and the importance of the order lies in the fact that without the identity, we really cannot establish a meaning, responses won't occur unless the meaning has been established, and without the proper responses being elicited a relationship cannot be forged A strong brand is one which utilizes the six “brand building blocks” below, assembled in the shape of a pyramid to reach to the top and enjoy a significant brand equity. a) Salience : It measures the awareness of the brand, how and when the brand is evoked in a customer’s mind b) Performance : Relates to th...
This blog contains post about various concepts, terms, jargons, and examples related to Marketing Strategies. Many of the posts in this blog are inspired by teachings from various strategy Gurus and Authors.