Lesson 2. Branding Strategy Models
Branding strategy models offer a template that helps a company create clarity and avoid confusion when planning their branding strategy. There are many different branding strategy templates available. We will look at 2 of the most popular branding strategy models:
- Keller’s Brand Equity Model
Also known as the Customer-Based Brand Equity Model, it consists of a pyramid which is made up of 4 key levels that can be followed to build a successful brand: 1/Brand identity (Who are you?); 2/Brand meaning (What are you?); 3/Brand responses (What about you?) and 4/Brand relationships (What about you and me?).
Within these 4 levels, the model has six essential building blocks: Salience, Performance, Imagery, Judgements, Feelings, and Resonance. The concept is simple: to create a strong brand, it is essential to shape how consumers think and feel about the product. Please see Additional Resources for further reading about Keller’s Brand Equity Model.
- The Aaker Model
The Aaker Model is made up of 4 different brand topics: 1/ Brand awareness (How well-known is the brand?); 2/ Perceived quality (Is the brand known to make good quality products?); 3/ Brand Associations (How do people feel when they see the brand?) and 4/ Brand Loyalty (How loyal are people to the brand?). The creator of the model, David Aaker, believes that a brand vision should consider organisational values as well as functional benefits, such as the higher purpose, the brand personality, and emotional, social, and self-expressive benefits.