The 4 Pillars of Brand Equity Model is a framework for understanding how brands are built and what drives their value. Brand equity is defined as the difference between the perceived value of a brand and its cost. A brand's equity is based on four pillars: brand awareness, brand loyalty, perceived quality, and customer service. The 4 pillars of the model are: Brand Awareness (including both recall and recognition). Brand Loyalty. Perceived Quality. Customer Service.