Strategic Brand Management - The Beginner's Guide

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 the satisfaction of the customer’s primary needs, reliability, durability, se