Customer-based Brand Equity Model by Kevin Keller and the 4D Branding Model by Thomas Gad

Both presented models have 4 main areas to create a strong brand. Thomas Gad and Kevin Keller equally believe that for successful brand building you have to satify the basic functional needs of customers. The first parts of both models (brand identify by Keller and Functional demension by Gad) are alike in that it is necessary that the brand would be consistent with product and service and the client would understand that means brand that he has chosen. Just the same, and the seconds parts of the models (brand meaning by Keller and Social demension by Gad). Gad and Keller believes that to better promote your brand, you must create a positive and attractive image of the brand in accordance with the characteristics and place in the minds of consumers. The third stage of branding is the perception and reaction to the brand. These stages also coincide in the proposed model (spiritual demension by Gad and Brand responses by Keller). …