ANSWER THE QUESTION BASED ON THE BELOW CASE:

No Indian big fat wedding is complete without lots of gold. Homemakers in India hold 11% of the gold in the world. India's culture has, for centuries, regarded the yellow metal as a symbol of prosperity. Tanishq the brand for gold ornaments, was launched in 1996. It was the first jewelry retail brand in India. Tanishq has targeted urban women from the upper and upper-middle class section of society as its potential customers. It deals with women who love jewelry and are ready to pay a high price for a beautiful and exclusive piece. Tanishq is aware of the impact of star power and has roped in Indian actor Deepika Padukone as its brand ambassador. It has over 313 stores across the country. Tanishq has several beautiful collections to its name like INARA collection, IVA collection, ZUHUR, MEHEK, DIVYAM, UTTARA, NILOUFER, MISMATCH, AMARA, QUEEN OF Heart, SHUBHAM, FINE LINE, Aarambh, Ekatvam collection.

QUESTION: Explain Keller's brand equity model and apply it to the brand Tanishq