Although marketers agree about basic branding principles, a number of models of brand equity offer some differing perspectives. There are various types of models. Kevin Keller has made a significant contribution to the branding theory and has rolled out the concept of customer-based brand equity. Keller defines brand as an effect that emerges out of a favourable association with a brand. Keller’s model seeks to get answers to 4 questions.

List and discuss the questions that Keller’s model seeks to answer.