Building strong brands in a modern marketing communications
environment

Kevin Lane Keller*
E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, 100 Tuck Hall,
Hanover, NH 03755, USA

To help marketers to build and manage their brands in a dramatically changing
marketing communications environment, the customer-based brand equity model
that emphasizes the importance of understanding consumer brand knowledge
structures is put forth. Specifically, the brand resonance pyramid is reviewed as a
means to track how marketing communications can create intense, active loyalty
relationships and affect brand equity. According to this model, integrating marketing
communications involves mixing and matching different communication options to
establish the desired awareness and image in the minds of consumers.