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.

See MOD2 lecture for review of Keller’s model.  See also our textbook. 

There are also several good articles online. Your may find this one on Keller’s model helpful in addition to what you’re already read:https://www.mindtools.com/pages/article/keller-brand-equity-model.htm

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. Approach this discussion question from a scholar-practitioner perspective. All main posts must be scholarly and include ample citations/discussion of the text(s) and peer-reviewed literature.

The 12 Brand Archetypes (See Link & Infographic)

Here is some information I hope you’ll find helpful:

This article provides some great information on the 12 brand archetypes. You may find this especially interesting in light of this week’s discussion topic. 
https://www.visualcapitalist.com/12-brand-archetypes-marketers-use/ 
Links to an external site.

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?

What’s In A Brand … And Why Does It Matter?

Kumar and Mishra (2012) state that a company’s brand will persist in the consumer’s mind if the brand has a personality, and if there is a relationship between the consumer and the brand. Thus, it seems that one of the primary goals of any brand is to establish a meaningful relationship with the audience.

With regard to the definition of a brand, a brand is everything about a company (or a person). Most people equate a brand with a logo, but brands are much more than visuals. Brands convey an organization’s values, beliefs, purpose, mission, and worldview. They also stimulate feelings, emotions, and memories. The successful branding is dependent on feelings and emotional cognition.

Brands are reflected in a company’s leaders, employees, customer service, social media activities and, of course, its products and services.  Brands are also conveyed through the company’s email and telephone communications. What perceptions do you have of companies that put their customers through endless strings of prompts and transfers when they call for assistance or information? What does this say about the company’s brand?

When I’m consulting with clients about maximizing their corporate brands, we dig deep … really deep. We look at every nuance of the company, from the building, signage, and interior decor to the filing systems, internal operations, office supplies – even the restrooms. We leave no stone unturned. We also spend a lot of time with employees because employees are the most powerful reflection of an organization’s brand. It’s important to develop effective brand ambassadors, i.e. influencers, who can effectively communicate the brand both inside and outside of the organization.  

What are your thoughts? What do you think Keller and Wheeler would have to say?

Keller and Wheeler, Meet Maslow >>

Let’s consider Maslow’s hierarchy in this week’s discussion. If we compare Keller’s pyramid to Maslow’s, we can see some similarities. Keller’s pyramid depicts a progressive model that moves from basic curiosity to meaningful, two-way engagement:

Maslow’s hierarchy also shows a developmental pattern of deepening engagement – with the world, and with one’s self.

Philosophically speaking, I believe that the best leaders want their companies’ brands to help consumers achieve a level of self-actualization, whether that be through the use of a superior paper towel, expert and caring investment advice, or the safest and most reliable automobile. The leader’s worldview, personal values, and mission really dictate the meaning and equity of the company’s brands. In other words, “The brand starts at the CEO’s desk.” (See my earlier post, “What’s in A Brand, and What Does It Matter?”

From my view, brands can be catalysts for self-reflection, introspection, personal growth, and the identification/realization of personal values. When you think about the number of brands you interact with every day, it makes sense that they would have a profound impact on your worldview and sense of self.

What are your thoughts?

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