Keller's Brand Equity Model Customer-Based Brand Equity CBBE

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This slide shows Keller's Customer-Based Brand Equity model as a four-tier pyramid, where the middle two tiers are each split into two halves. The base holds Brand Identity, the next tier Brand Meaning (Performance and Imagery), then Brand Response (Judgments and Feelings), with Judgments at the apex. Each tier has a question label on its left, from "Who are you?" to "What about you and me?". A title and two text paragraphs on the right explain brand equity and its cognitive psychology and information economics views. It fits brand strategy sessions, marketing courses and brand reviews. Text, labels and tier colors can be edited.