How relevant is the Brand Equity Model ?

Brand equity is a complex phase used in marketing which can be defined as describing the value of a well-known brand name that will on the long-term generate brand recognition and add value to the brand itself.  But how does it work? We will analyze this model through all the different stages.

Keller’s Brand Equity Model

-       Salience (linked to the brand itself ) is the first stage in the Brand Equity Model, the « Who are you? » part.

It is the degree to which a brand, is noticed by the customer when he finds himself in a buying situation. Obviously strong brands, have high brand salience.

 For example, Elsève by L’Oréal has a highest brand salience, then le Petit Marseillais when talking about the shampoo market. Meanwhile Le Petit Marseillais has a very strong brand salience in the soap industry.

-       Performance (linked to the brand itself) is the second stage in the BEM according to Keller. The “ What does the brand mean to you?” part. It basically refers to how well the products meet the consumer’s need. There are 5 subcategories to it:

1.     Primary characteristics & features

2.     Product reliability , durability and serviceability

3.     Service effectiveness, efficiency and empathy

4.     Style & Design

5.     Price

Each brand has a different level of performance as some brands rather focus on Product reliability for instance , such as Head & Soulders and some others would rather focus on Style and Design such as Elsève for the packaging.

-       Imagery (linked to the brand itself) is also the second stage of the EBM model and refers to how well the brand meets the customer’s needs on a psychological and social level. You buy a product depending on your personality and values depending on your history, heritage and experience. For example, if you feel the need to buy natural products for your kind of hair, you will automatically purchase Le Petit Marseillais rather than Head & Shoulders as is satisfies your basic need.

-       Judgements (linked to customers) is the third stage in Keller’s Brand Equity Model on the same level as Feelings (linked to customers). These two steps are decisive in the making-decision process as customers constantly make judgments, they may judge the quality, as well as the credibility, the consideration but also the superiority and this will have an impact on how they feel about this particular product to help them make their final choice wether it might be fun, exciting, secure, socially approved and that respects their values depending on what they need in that particular time.

-       Resonance (Both linked to the brand itself and customers) siting at the top of the Brand Equity Pyramid because it is considered as the highest “level” to reach. Once you have achieved this resonance it means that your customer feels closely linked to the brand and will never be tempted to buy something else. For example, a man who uses only Head & Shoulders because it is his top shampoo, is loyal to brand. Keller’s defines 4 types of resonance examples:

1.     Behavioral loyalty:  The man buys Head and Shoulders over and over again

2.     Attitudinal attachment: He considered it as a special purchase, he feels attached to his shampoo

3.     Sense of community: He belongs to a particular group

4.     Active engagement