Compare two classic brand equity frameworks used by strategists. Understand how each model structures equity and where they differ in emphasis.
In Keller’s Customer‑Based Brand Equity model, the top of the pyramid is ______.
judgments
imagery
resonance
salience
Aaker’s model lists which of the following as a core equity dimension?
share of search
brand resonance
perceived quality
earned reach
Compared with Aaker, Keller places stronger emphasis on ______ relationships at the apex.
retailer–manufacturer
customer–brand
employee–manager
investor–analyst
In Keller’s pyramid, performance and imagery jointly build ______.
pricing ladders
distribution allowances
factory throughput
brand meaning
Aaker’s ‘proprietary brand assets’ commonly include ______.
OKR templates
meeting cadence
trademarks, channel relationships, and patents
daily ad frequency
Which stage in Keller’s model directly precedes ‘resonance’?
brand assets
judgments and feelings
quality compliance
salience
A practical difference: Aaker provides a managerial scorecard; Keller offers a ______.
creative testing rubric
diagnostic ladder from awareness to loyalty
pricing waterfall
supply‑chain blueprint
Both models agree that ______ is foundational to building equity.
corporate legal form
office location
SKU count
brand awareness
When auditing equity, mapping assets like distinctive colors or sonic cues primarily relates to ______.
debt covenants
cost accounting
brand associations
liability reserves
If a brand has high salience but weak judgments, Keller’s model suggests focusing on ______ next.
improve performance and imagery to strengthen meaning
rename the company immediately
raise prices without changes
cut all media to drive scarcity
Starter
Build foundations and revisit key definitions.
Solid
Strong grasp—polish nuance and edge cases.
Expert!
Excellent—ready to apply at portfolio scale.
