Keller’s Customer Brand Equity Model and Kapferer’s Brand System Pyramid Model

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Section A
Keller’s Customer Brand Equity Model and the Kapferer’s Brand System Pyramid Model
Keller’s Brand Equity model also refers to customer based brand equity. This model illustrates
how to build brand equity by understanding consumers’ needs and employing policies
accordingly. Existence of a secure connection between the brand and the consumer leads to
positive brand equity.
The use of the Customer-Based Brand Equity model enables brands to know which strategies to
employ and how to provide the real experiences to their customers to create the WOW factor
(Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito, and Singh (2016). For instance, people
love brands such as Adidas which concentrates on sports. It is through years of branding in this
group of brands that they have been able to create substantial brand equity.
The customer based brand model is applied in real situations for example, when you are put in
charge of a project that is under-performing. The project is about a high quality product that has
never achieved consumer loyalty as the expectation of the firm, so you should think of using the
brand equity model to bring the turnaround changes for the product.
Keller’s brand equity model has four levels