Brand Equity Models: 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. Kellers model seeks to get answers to 4 questions.

List and discuss the questions that Kellers model seeks to answer.

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Guidelines

1. This is a research based assignment and requires evidence of research

2. Make sure that you have carefully read and fully understood the question before answering. Answer the question fully but concisely and as directly as possible. Follow all specific instructions for questions (e.g. use examples to support your answer).

3. Answer all questions in your own words. Do not copy any text from the notes, readings, or other sources.