Consider how the branding process Wheeler outlined can align with Keller’s model of customer-based brand equity. Provide a hypothetical or real-world example of how a step in the branding process could, or has furthered, your or someone else’s advanced placement within Keller’s pyramid. Cite your sources and approach this discussion question from a scholar-practitioner perspective.
What are your thoughts about these archetypes? Do you think this model has relevance and meaning to our course? What about to your agency clients?