Brand Equity Pyramid: What Is Customer-Based Brand Equity? [Infographic]


Customer-based brand equity (CBBE) is currently one of the most vital metrics for enterprises. A high CBBE means that the brand’s name alone carries a lot of weight in the market. Consumers quickly recognize and resonate with the name.

The results? More word-of-mouth, recommendations (from individuals, experts, and even influencers), as well as positive sentiment in social spheres (both online and offline).

As such, more and more businesses are seeking ways to build their brand equity. The Keller Model, devised by marketing Professor Kevin Lane Keller, can help you build substantial brand equity for long-term growth.

Understanding the Keller Model

The main objective of the Keller Model is to help brands understand what their customers want and need, way before the customers even buy the product. It can also help you predict what customers need before the customers themselves know that they need the product.

The model is designed in the form of a pyramid with four levels. At the base of the pyramid are foundational salience concepts to help you build a strong brand identity. At this stage, you want customers to know;

  • Who you are
  • What makes you unique

Once you’ve established a strong customer-based brand equity foundation, you can move through the next steps in the pyramid. Check out the rest of the model to learn about key takeaways and implementation strategies for each level.

Thanks to the folks at Chattermill for this useful infographic.

About Mike Gingerich

Author: Mike Gingerich, President of Digital Hill & TabSite Marketer and Consultant. Part geek, part marketer, part strategist, total distance running junkie. Mike is an author and speaker, having presented at Social Media Week Lima, Social Media Camp (Canada) and more. He writes a tech column, podcasts, and shares about social media and business strategies at Mike is a marketing, social media, and business startup enthusiast with 10+ years experience building apps, consulting, and training businesses with winning integrated strategies. Mike loves deploying tactics to increase awareness, sales, and maximize ROI in both B2B and B2C markets via digital media.