The slides are prepared by Prof. Sameer Mathur.

1. © Prof. Sameer Mathur
The 4 Steps of Building
Brand Equity

2. Overview
© Sameer Mathur 2
The 4 Questions Consumers Ask of Brands
The 4 Steps of Brand Building
Brand Building Blocks

3. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
3

4. 4 Questions
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
4 Questions
Consumers
Ask About
Brands
© Sameer Mathur 4

5. 4 Questions Customers Ask
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
What is your brand identity?
© Sameer Mathur 5

6. 4 Questions Customers Ask
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
What does your brand mean?
What is your brand identity?
© Sameer Mathur 6

7. 4 Questions Customers Ask
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
What do I think or feel about you?
What does your brand mean?
What is your brand identity?
© Sameer Mathur 7

8. 4 Questions Customers Ask
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
What do I think or feel about you?
What kind of association
would I like to have with you?
What does your brand mean?
What is your brand identity?
© Sameer Mathur 8

9. The 4 Steps of Brand Building
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Ensure identification of the brand
with customers and an association of
the brand in customers’ minds
© Sameer Mathur

10. The 4 Steps of Brand Building
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Ensure identification of the brand
with customers and an association of
the brand in customers’ minds
Establish the totality of brand
meaning in the minds of consumers
© Sameer Mathur

11. The 4 Steps of Brand Building
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Ensure identification of the brand
with customers and an association of
the brand in customers’ minds
Establish the totality of brand
meaning in the minds of consumers
Elicit the proper customer responses to the
brand identification and brand meaning
© Sameer Mathur

12. The 4 Steps of Brand Building
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Convert brand response to create an
intense, active loyalty relationship
between customers and the brand
Ensure identification of the brand
with customers and an association of
the brand in customers’ minds
Establish the totality of brand
meaning in the minds of consumers
Elicit the proper customer responses to the
brand identification and brand meaning
© Sameer Mathur

13. SALIENCE
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Brand Building Blocks
Salience
ImageryPerformance
FeelingsJudgments
Resonance
© Sameer Mathur

14. SALIENCE
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Brand Building Blocks
Salience
ImageryPerformance
FeelingsJudgments
Resonance
© Sameer Mathur
Significant Brand
Equity can only
result if a brand
reaches the top of
the pyramid

15. SALIENCE
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Summary: 4 Steps of Brand Building
Salience
ImageryPerformance
FeelingsJudgments
Resonance
© Sameer Mathur
“Emotional
” Route
“Rational”
Route