Keller Brand Equity Model: Step 2

Brand Meaning…Who Are You?

In this step, you will consider your brand in terms of performance and imagery. You will identify and communicate what your brand means to your customers, and what it stands for in their minds.

Performance defines how well your product or service meets your customers’ needs at the current time. According to Keller’s model, performance consists of seven categories:

1.?Primary characteristics & features

2.?Product reliability

3.?Durability and serviceability

4.?Service effectiveness

5.?Efficiency and empathy

6.?Style and design

7.?Price

The experiences that your customers have with your brand are a direct result of your product or service performance. You must meet and often exceed their expectations if you want to build loyalty.

Two helpful tools to identify customer needs are the Critical to Quality Tree and the Kano Model Analysis.

Your will need to carefully consider the type of experience you want your customers to have with your product or service.

Creating a brand personality requires you to take both performance and imagery into account, arriving at a uniquely positive relationship. You should identify any gaps in terms of where you are now and where you want to be.

The bridge between the two defines your brand meaning.

Rick Jourdan is the president of Jourdan Marketing Consultants. He specializes in brand and marketing strategy and message creation.