Consider how the branding process Wheeler outlined can align with Keller’s model of customer-based brand equity. Provide a hypothetical or real-world example of how a step in the branding process could, or has furthered, your or someone else’s advanced placement within Keller’s pyramid. Cite your sources and approach this discussion question from a scholar-practitioner perspective.
What are your thoughts about these archetypes? Do you think this model has relevance and meaning to our course? What about to your agency clients?
Full Answer Section
- Brand meaning: The third step in Wheeler's process is to create brand meaning. This is the third level of Keller's pyramid, and it is important for brands to create a strong emotional connection with consumers.
- Brand relationships: The fourth step in Wheeler's process is to create brand relationships. This is the fourth level of Keller's pyramid, and it is important for brands to build long-term relationships with consumers.
- Brand equity: The fifth and final step in Wheeler's process is to create brand equity. This is the highest level of Keller's pyramid, and it is the ultimate goal of any branding effort.
A hypothetical example of how a step in the branding process could further one's advanced placement within Keller's pyramid is as follows:
A company could create brand awareness by running a marketing campaign that introduces the brand to potential customers. This could be done through advertising, public relations, or social media. Once the brand is aware, the company could then work to create a positive brand image by developing a strong brand identity and positioning. This could be done through the use of branding elements such as a logo, tagline, and packaging.
The company could then work to create brand meaning by developing a strong emotional connection with consumers. This could be done through the use of advertising that tells a story about the brand or through the use of social media to create a sense of community around the brand.
Finally, the company could work to create brand relationships by building long-term relationships with consumers. This could be done through the use of customer loyalty programs or by providing excellent customer service.
By following these steps, a company can create a strong brand that has a high level of customer-based brand equity.
Here are some sources that support this information:
- Keller, Kevin Lane. "Building Strong Brands: A Brand Identity and Brand Equity Perspective." (2008).
- Wheeler, Alina. "Building Strong Brands: 20 Principles That Drive Success." (2012).
I think the archetypes are a useful way to understand how brands are perceived by consumers. They can help brands to create a more meaningful and memorable brand experience. I believe that this model has relevance and meaning to our course because it can help us to understand how branding works and how to create successful brands. I also believe that this model can be helpful to agency clients who are looking to create or improve their brands.
Here are some of my thoughts about the archetypes:
- The Hero: This archetype is associated with strength, courage, and leadership. Brands that use this archetype often position themselves as the best option for consumers who are looking for a solution to a problem.
- The Lover: This archetype is associated with love, romance, and intimacy. Brands that use this archetype often position themselves as the perfect choice for consumers who are looking for a product or service that will make them feel good.
- The Jester: This archetype is associated with humor, playfulness, and irreverence. Brands that use this archetype often position themselves as the fun and exciting choice for consumers who are looking for a break from the everyday.
- The Sage: This archetype is associated with wisdom, knowledge, and understanding. Brands that use this archetype often position themselves as the trusted source of information for consumers who are looking for guidance.
- The Explorer: This archetype is associated with adventure, discovery, and new experiences. Brands that use this archetype often position themselves as the perfect choice for consumers who are looking to try something new.
I believe that these archetypes can be used to create a more meaningful and memorable brand experience for consumers. By understanding the archetypes and how they are perceived by consumers, brands can create a brand identity that is more likely to resonate with their target audience.