Business Knowledge

Brand Equity Pyramid

The 4 Steps to a Strong Brand

Think of building a brand like building a relationship.

Step 1: IDENTITY (Base of the Pyramid)

  • Question: Who are you?
  • Goal: Make sure people know your brand exists and can recognize it.
  • Action: Invest in brand awareness.

Step 2: MEANING

  • Question: What are you?
  • Goal: Tell people what your brand stands for. Does your product work well (Performance)? What’s its personality (Imagery)?
  • Action: Deliver a quality product and build a consistent brand image.

Step 3: RESPONSE

  • Question: What do people think/feel about you?
  • Goal: Elicit positive reactions. Customers should judge your brand as high-quality and feel good about using it.
  • Action: Manage your reputation and create positive brand experiences.

Step 4: RELATIONSHIPS (Top of the Pyramid)

  • Question: How connected are you and your customers?
  • Goal: Build intense, active loyalty (Resonance).
  • Action: Foster a community and make your customers feel like they are part of something special.

You can’t skip a step! A strong brand is built from the ground up.