Free brand analysis
The methods behind the analysisGuidesAnalysesActionsAssistantsMaterialExploiting competitors' weaknessesSectionsSource basis and methodology00Brand archetype01Tone-of-Voice02Brand values and purpose03Brand Identity Prism04Brand assets05Semiotic analysis06Distinctive assets07Positioning08Audience alignment09Employer brand10Narrative analysis11Digital and channel execution12Brand harmony13Brand index14
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Section 09

Audience alignment

Kevin Lane Keller – Customer-Based Brand Equity Model

Keller's model (2001) describes brand strength as the sum of the associations, experiences and attitudes the audience has with it. Brand value is not created in the company – it is created in the buyer's mind.

The analysis accounts for the fundamental difference between B2B and B2C: in B2B, DMU dynamics (technical, economic and end-user buyers) and rational credibility are weighted; in B2C, emotional resonance and identity markers are weighted. The analysis consistently distinguishes between direct observations from communication and qualified advisory assessments. This is the analysis dimension in the brandvju system where this distinction is most important and most clearly apparent.

What brandvju assesses

B2B – DMU dynamics
Are technical buyers, economic buyers and end users addressed? Rational credibility and long-term relationship-building.
B2C – emotional resonance
Does communication invite identification? Is the brand coded to relevant need situations?
Segmentation
Risk that communication attempts to speak to everyone and thereby reaches no one precisely.
Offer clarity
Is it clear what the brand offers and who it is for?

What the analysis is based on – and what it points towards

This is the analysis dimension where the limitation is greatest. Assessments of what the audience experiences, prefers and responds to are qualified assessments – a strong starting point for, but not a replacement for, actual audience research.