Customer Based Brand Equity Model
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Building Customer-Based Brand Equity:
A Blueprint for Creating Strong Brands
Kevin Lane Keller
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01-107
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2001
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Building Customer-Based Brand Equity:
A Blueprint for Creating Strong Brands
Kevin Lane Keller
WORKING
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PAPER
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REPORT
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01-107
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2001
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This research was sponsored in part by Grey Advertising and Knowledge Networks. Thanks to Grey Advertising’s Barbara Feigin and Bob Berenson, and Knowledge
Networks’ Jean Durall, K. K. Davey, Doss Struse, and others at both organizations for their support and valuable input. Special thanks to Grey Advertising’s Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College.
MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will improve business performance. The primary mission was to provide intellectual leadership in marketing and its allied fields. Over the years, MSI’s global network of scholars from leading graduate schools of management and thought leaders from sponsoring corporations has expanded to encompass multiple business functions and disciplines. Issues of key importance to business performance are identified by the Board of Trustees, which represents MSI corporations and the academic community.
MSI supports studies by academics on these issues and disseminates the results through conferences and workshops, as well as through its
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N
G
S
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E
Building Customer-Based Brand Equity:
A Blueprint for Creating Strong Brands
Kevin Lane Keller
WORKING
W
O
R
K
I
N
PAPER
G
•
REPORT
P
A
NO.
P
E
01-107
R
•
2001
S
E
R
I
E
S
M
A
R
K
E
T
I
N
G
S
C
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N
C
E
I
N
S
T
I
T
U
T
E
Building Customer-Based Brand Equity:
A Blueprint for Creating Strong Brands
Kevin Lane Keller
WORKING
W
O
R
K
I
N
PAPER
G
•
REPORT
P
A
NO.
P
E
01-107
R
•
2001
S
E
R
I
E
S
This research was sponsored in part by Grey Advertising and Knowledge Networks. Thanks to Grey Advertising’s Barbara Feigin and Bob Berenson, and Knowledge
Networks’ Jean Durall, K. K. Davey, Doss Struse, and others at both organizations for their support and valuable input. Special thanks to Grey Advertising’s Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College.
MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will improve business performance. The primary mission was to provide intellectual leadership in marketing and its allied fields. Over the years, MSI’s global network of scholars from leading graduate schools of management and thought leaders from sponsoring corporations has expanded to encompass multiple business functions and disciplines. Issues of key importance to business performance are identified by the Board of Trustees, which represents MSI corporations and the academic community.
MSI supports studies by academics on these issues and disseminates the results through conferences and workshops, as well as through its