Employee Based Brand Equity : an exploration of the applicability of the Brand Resonance Pyramid in B2B financial services in South African

Abstract: This paper aims to comprehensively interrogate the concept of brand equity, as various scholars have purely explored brand equity from two positions, namely firm’s viewpoint (brand equity), and customer’s perspective, Customer Based Brand Equity(CBBE). However, employees, an important audience which plays a pivotal role in attaining brand equity and creating CBBE is often overlooked..