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 strategic execution asset 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 this asset covers
This is a preview of the full deliverable. Inside the Stratenity Library, this asset walks your team 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