Brand Equity Assessor
Keller’s customer-based brand equity model describes brand building as a ladder. Customers must first know the brand (salience), then understand what it offers practically and emotionally (performance and imagery), form views and feelings about it (judgements and feelings), and only then build loyalty and attachment (resonance).
Everything above runs in your browser and saves to this device only. It opens on a sample boutique hotel brand. Name your brand and score each statement.
How it works
Each building block has three statements scored from 1 to 5. A block’s score is the mean of its statements, and the pyramid shades each block by that score.
Rational route = mean of performance and judgements
Emotional route = mean of imagery and feelings
The pyramid holds only when each level rests on a stronger one below it. The tool flags any block that outscores the block it depends on, because that higher score has little to hold it up.
Frequently Asked Questions
What is Keller's brand equity model?
Keller's customer-based brand equity (CBBE) model describes brand building as a pyramid of six blocks: salience, performance, imagery, judgements, feelings, and resonance. Each level rests on the one below, with resonance, meaning loyalty and attachment, at the top.
What are the four steps of the CBBE pyramid?
The four steps are identity (who are you?), meaning (what are you?), response (what about you?), and relationships (what about you and me?). Salience builds identity, performance and imagery build meaning, judgements and feelings build response, and resonance builds the relationship.
How do you measure brand equity?
Ask customers to rate statements for each building block, then compare the blocks. This tool uses three statements per block on a 1 to 5 scale and flags any block that outscores the block it depends on.
What are the rational and emotional routes to brand equity?
The rational route, on the left of the pyramid, is performance and judgements: what the brand does and how customers rate it. The emotional route, on the right, is imagery and feelings: what the brand means and how it makes customers feel.
Is this Brand Equity Assessor free?
Yes. The Brand Equity Assessor is free and opens straight away in any modern browser, including on a phone. Scores save on this device only and export as PNG or PDF.