Brand-Building Blocks
Enacting the four steps to create the right brand identity, brand meaning, brand
responses, and brand relationships is a complicated and difficult process. To pro-
vide some structure, it is useful to think of six “brand-building blocks” to accom-
plish the four steps necessary to create a strong brand. To connote the sequencing
involved, these building blocks can be assembled as a brand pyramid. Creating sig-
nificant brand equity involves reaching the pinnacle of the pyramid and will only
occur if the right brand-building blocks are in place. The corresponding brand
steps represent different levels of the pyramid as illustrated in Figure 1. Figure 2
examines each of the building blocks in detail.