Keller's Brand Equity model is also known as the Customer-Based Brand Equity (CBBE) Model. Kevin Lane Keller developed the model and published it in his widely used textbook, "Strategic Brand Management."
Within a pyramid, the model highlights four key levels that you can work through to create a successful brand. These four levels are:
- Brand identity.
- Brand meaning.
- Brand responses.
- Brand relationships.
Within these four levels are six building blocks that further help with brand development. These six building blocks are salience, performance, imagery, judgments, feelings, and resonance.
As you read this article, think of “brand” as your users’ or customers’ perceptions of your organization's value, performance, credibility, responsiveness, etc. For example, as a PEO how are my PMs and their customers perceiving our “brand?” As a PM, how are my PEO and my user customers perceiving my project’s “brand?”
Many factors influence the strength of an organization's perception by customers -- your "brand." If you understand these factors, you have a firm foundation upon which to launch a new program effectively, or to turn a struggling project into a successful one.
When you have strong brand equity, your customers want you to do more for them, they'll recommend you to other people, they'll be more loyal -- especially during difficult periods, and you're less likely to lose their confidence when things don't go as well as expected.
