Brand equity is an extremely important part of your business development, but remains notoriously difficult to measure and cultivate. For several decades, marketers have relied on Professor Keller’s customer-based brand equity pyramid in order to better understand brand equity, as the pyramid simplifies this concept and makes it easier to understand. From brand identity at the bottom of the pyramid to brand resonance at the peak, the graphic from Chattermill below breaks down Keller’s brand equity pyramid step-by-step, along with actionable tips for implementing this model in your business.
