Branding Frameworks - the Brand Pyramid and Keller's Brand Equity Model, Mindtools

The Brand Pyramid and Keller's Brand Equity Model are complementary frameworks for understanding and building strong brands. The Brand Pyramid illustrates five stages customers go through in developing brand loyalty: Presence, Relevance, Performance, Advantage, and Bonding. Keller's model, depicted as a four-level pyramid, focuses on how companies can build brand equity: Brand Identity, Brand Meaning, Brand Response, and Brand Relationships. Both models emphasise the importance of understanding customer perceptions and emotions, and creating positive brand experiences.