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FIGURE 7.1 CUSTOMER-BASED BRAND EQUITY PYRAMID !
SOURCE: Reprinted with permission from Marketing Management, " Building Customer-Based Brand Equity," published
'This section is based on Kevin Lane Keller, " Building Customer-Based Brand Equity," Marketing Management 10 (July/
The customer-based brand equity model consists of four steps: establishing the right brand identity, defin- ing the meaning of the brand through unique brand associations, developing respon- sive marketing programs to elicit a positive brand response from customers, and building brand relationships with customers, marked by loyalty and active engage-
Using the customer-based brand equity framework as a guide, describe
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