The Branding Pyramid
The Branding Pyramid
By Jeffrey A. Lupisella
One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.
In general, we’re a pretty visual (no pun intended) bunch here at Vizual. But branding isn’t just about the visual experience. It’s also about communicating your message and giving your audience their desired experience to achieve a higher purpose. Many of our clients are very visual as well, so we enjoy spending time gathering the requirements, interpreting their ideas, and understanding their needs in order to come up with effective solutions that help us meet their goals and objectives.
When we meet with potential clients, one of the questions that comes up often relates to the process of branding. We usually explain the branding process through the use of a branding pyramid. There are different types of branding pyramids out there and many of them are for specific types of branding such as personal branding, corporate branding, and product branding.
The branding pyramid we prefer most was developed by Kevin Lane Keller, the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. The reason we like it is because his pyramid is a consumer-based brand equity (CBBE) model. Keller defines CBBE the following way:
“Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds strong, favorable, and unique brand associations in memory.”
Keller also refers to his pyramid as the “brand resonance pyramid.” The pyramid itself is divided into four levels: Salience, Performance and Imagery, Judgment and Feeling, and Resonance. One the best features of
By Jeffrey A. Lupisella
One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.
In general, we’re a pretty visual (no pun intended) bunch here at Vizual. But branding isn’t just about the visual experience. It’s also about communicating your message and giving your audience their desired experience to achieve a higher purpose. Many of our clients are very visual as well, so we enjoy spending time gathering the requirements, interpreting their ideas, and understanding their needs in order to come up with effective solutions that help us meet their goals and objectives.
When we meet with potential clients, one of the questions that comes up often relates to the process of branding. We usually explain the branding process through the use of a branding pyramid. There are different types of branding pyramids out there and many of them are for specific types of branding such as personal branding, corporate branding, and product branding.
The branding pyramid we prefer most was developed by Kevin Lane Keller, the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. The reason we like it is because his pyramid is a consumer-based brand equity (CBBE) model. Keller defines CBBE the following way:
“Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds strong, favorable, and unique brand associations in memory.”
Keller also refers to his pyramid as the “brand resonance pyramid.” The pyramid itself is divided into four levels: Salience, Performance and Imagery, Judgment and Feeling, and Resonance. One the best features of