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- Keller's Brand Equity Model - Strategy Tools From leondumoulin.nl
- Keller's Brand Equity Model
- Mind Tools for Your Organization
You have achieved brand resonance when your customers feel a deep, psychological bond with your brand. For example, what can you do to encourage behavioral loyalty? Consider gifts with purchase, or customer loyalty programs. Ask yourself what you can do to reward customers who are champions of your brand. What events could you plan and host to increase customer involvement with your brand or product?
List the actions that you could take.
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Julie has recently been put in charge of a project to turn around an under-performing product. The product is a high quality, fair trade, organic tea, but it's never achieved the sales and customer loyalty that the organization expected. Julie decides to use the brand equity pyramid to think about the turnaround effort. After careful analysis, she knows that she is marketing in the correct category, but she realizes that her marketing efforts aren't fully addressing customer needs.
She decides to change the message from "healthy, delicious tea," to "delicious tea, with a conscience," which is more relevant and meaningful to her target market. Next, Julie examines the product's meaning, and looks at how the company communicates that meaning to its customers.
Keller's Brand Equity Model - Strategy Tools From leondumoulin.nl
The performance of the tea is already moderately high; it's a single-source, fair trade tea of a higher quality than the competition's product. After assessing the organization's service effectiveness, Julie is disappointed to find that many of her representatives lack empathy with customers who complain. So, she puts everyone through a comprehensive customer service class to improve responses to customer complaints and feedback.
Last, Julie decides to post to the company's website personal stories from the fair trade farmers who grow and pick the tea. By doing this, she aims to educate customers on how beneficial this practice is for people around the world. After going over the four brand response judgments, Julie realizes that perceived quality might be an issue.
The tea itself is high quality, but the pack size is smaller than the ones her competitors use. Julie doesn't want to lower the price, as this might affect how customers assess quality, so she decides to offer more tea in each box in order to surpass customer expectations. She also decides to enhance the tea's credibility by becoming fair trade certified through an independent third-party organization. Julie knows that her target customers care deeply about fair trade. She decides to promote the organization's efforts by participating in a number of fair trade events around the country.
She also sets up a social networking framework to involve customers in the organization's fair trade efforts, and she creates a forum on the company website where customers can discuss issues surrounding fair trade.
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She also commits to championing the efforts of other fair trade organizations. 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:. 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. This site teaches you the skills you need for a happy and successful career; and this is just one of many tools and resources that you'll find here at Mind Tools. Subscribe to our free newsletter , or join the Mind Tools Club and really supercharge your career!
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Keller's Brand Equity Model
These four levels are: Add this article to My Learning Plan. Mark article as Complete. Show Ratings Hide Ratings. Comments 16 Over a month ago Michele wrote. Hi Debbie, Thank you for your feedback on the article. We appreciate hearing that our resources are practical and can be immediately applied in the workplace. Michele Mind Tools Team.
Over a month ago Debbie wrote. I teach branding as part of the syllabus within Chartered Institute of Marketing qualifications. The individuals studying for these qualifications are typically very experienced marketers who want to know how to apply models immediately within their organisations so your "application" tips are really very useful. Over a month ago Michele wrote. Business Communication Harvard Business Essentials. Sponsored products related to this item What's this? How to Inspire People and Improve Performance. Create a great workplace, promote accountability, and improve employee performance.
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Mind Tools for Your Organization
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