Executive summary

Keller's customer-based brand equity pyramid builds a brand in four levels, identity (salience), meaning (performance/imagery), response (judgements/feelings), and relationships (resonance). This is the Brand Resonance Pyramid (CBBE) from the Stratenity Library, a governed consulting deliverable that is already built for you. It gives your team the full working method for brand resonance pyramid, and it walks through everything from performance: the functional foundation of brand meaning to feelings: the six emotional responses that move buyers. Every asset ships with a worked client example, a clear RACI, defined KPIs, and governance you can defend, so your team adapts it to a live client engagement instead of starting from a blank page.

What is inside

What this asset covers

This is a preview of the full deliverable. Inside the Stratenity Library, this asset walks a consultant through the complete method, section by section, with a worked client example threaded throughout.

  • Why Awareness Is Not Equity: The Logic of the Resonance Pyramid
  • Salience: Winning Category Membership and the Moment of Need
  • Performance: The Functional Foundation of Brand Meaning
  • Imagery: What the Brand Says About the Buyer
  • The Two Routes Up the Pyramid: Rational and Emotional Ladders
  • Judgments: Quality, Credibility, Consideration, Superiority
  • Feelings: The Six Emotional Responses That Move Buyers
  • Resonance: Loyalty, Attachment, Community, Engagement
  • Measuring the Blocks: Instruments, Scales, and Benchmarks
  • Diagnosing Where the Pyramid Breaks
  • Sequencing Brand Investment Against the Weakest Load-Bearing Block
  • Pitfalls: Skipped Levels, Borrowed Imagery, and Vanity Resonance
  • The Deliverable: Equity Scorecard and Brand-Building Roadmap
How to use it

Review, download, and activate in 48 hours

Stratenity Library subscribers can review this asset in full, download it, and activate it into a governed, client-ready deliverable in 48 hours rather than weeks. Each asset ships with a worked client example, a clear RACI, defined KPIs, and governance you can defend.

Read the full asset on the Stratenity Library › Not a member yet? Start a free trial to unlock and activate it, or sign in if you already have an account.