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. 

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Kevin Kellers model of customerbased brand equity seeks to answer four key questions that are fundamental to building and understanding brand equity 1 ... View the full answer