Answer to Question #290625 in Marketing for Keitu

Question

To build a strong brand, Keller (2008) recommends moving the consumer up the brand equity pyramid using four building blocks. Argue the role that design thinking could play in this process and the achievement of the benefits of strong brand equity. Illustrate your argument using Levi's.

Answer 1

Customer-based brand equity (CBBE) is used to show how a brand's success can be directly attributed to customers' attitudes towards that brand. The best-known CBBE model is the Keller Model, devised by Professor of Marketing Kevin Lane Keller and published in his mighty Strategic Brand Management.

For example, Levi’s benefits from design thinking in that it helps businesses better identify, understand, and address the problems that plague businesses and their customers. It values solutions over processes and creativity and innovation over traditions. In addition by using the new design criteria, the Levi’s brand is able to bring its stakeholders brainstorm individually, then share ideas and build on them, brainstorming solutions.