Brand sustainability is critical for maintaining long-term value and relevance in the marketplace. Brands can use five levels to sustain value over time, often referred to as the “Brand Equity Pyramid” or the “Customer-Based Brand Equity (CBBE) Model.”

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These levels were developed by Kevin Lane Keller, a marketing professor, and represent a hierarchy of consumer perceptions and experiences with a brand. The five levels are:

Brand Identity:

Definition: At the foundational level, brand identity focuses on creating awareness and recognition. It involves establishing the brand elements that make the brand easily identifiable, such as the brand name, logo, tagline, and visual elements.
Goal: To ensure that consumers are aware of the brand and can recognize it among competitors.

Brand Meaning:

Definition: The second level involves building meaning around the brand. This includes associating the brand with specific attributes, benefits, and values that resonate with the target audience. It’s about conveying a clear and positive brand image.
Goal: To create a positive and differentiated perception of the brand in the minds of consumers.

Brand Response:

Definition: Brand response focuses on shaping how consumers feel and respond to the brand. It involves creating strong and favorable brand associations, eliciting positive emotions, and building brand attitudes.
Goal: To develop a connection with consumers, generate positive attitudes, and evoke favorable emotional responses.

Brand Resonance:

Definition: At the resonance level, the brand aims to establish a deep and enduring relationship with consumers. This involves creating a strong brand loyalty, where consumers feel a sense of attachment and actively engage with the brand. It goes beyond a transactional relationship to a more emotional and meaningful connection.
Goal: To foster a loyal customer base that actively supports and engages with the brand, leading to repeat business and positive word-of-mouth.

Brand Salience:

Definition: Brand salience represents the ultimate level where the brand is top-of-mind for consumers. It is the extent to which the brand is easily recalled and considered in relevant purchase situations. A brand with high salience is the first choice for consumers.
Goal: To achieve and maintain a high level of brand salience, ensuring that the brand is a preferred and instinctive choice for consumers in its category.

Key Concepts:

The pyramid represents a sequential progression, with each level building upon the previous one. However, brands may need to revisit and reinforce lower-level elements to maintain the overall structure.
Brand sustainability involves continuous efforts to reinforce and strengthen the brand at each level of the pyramid.
Successful brands often go beyond transactions and focus on creating meaningful and lasting relationships with their customers.

By progressing through these five levels, brands can build and sustain long-term value, creating a strong and enduring position in the minds and hearts of consumers. The ultimate goal is to establish a brand that not only meets functional needs but also resonates emotionally and culturally with its target audience.