8.4 THE STRATEGIST IN YOU: Building Customer Loyalty

(SHORT NOTES FROM STRATEGY TOOLS:

Marketing Strategy at http://www.mindtools.com)

 

The Brand Pyramid

The "Brand Pyramid" is a tool that can help to identify customers journey to loyalty.  The Brand Pyramid is based on the model originally created by Millward Brown, a global marketing research and consulting firm, in the mid-1990s.  The goal is to get as many customers as possible to the higher levels of the pyramid.  The higher the people are up the pyramid, the more money they're likely to spend with your brand. (This is why the pyramid is inverted.)

LEVELS OF THE BRAND PYRAMID
Level 1: Presence	customers are aware of the brand, but little else may have tried the products and services before have little or no emotional attachment to the products
Level 2: Relevance	customers start to think whether the brand meets their wants and needs begin comparing the cost of the products with respect to the value provided
Level 3: Performance	customers begin comparing the brand with others see whether it delivers on its potential start to associate the brand with a specific identity begin to recognize and associate with it the brand is on the customer's "short list" of brands to choose from
Level 4: Advantage	customers have determined the distinct advantage to using the brand beginning to associate the brand with their emotions and their sense of self
Level 5: Bonding	customers have established a bond with the brand have determined that cost, advantage, and performance are at levels that they're happy with have formed a strong emotional attachment to the brand the brand has become an integral part of their self-image the brand helps represent who they are starts to exclude other brands in favor of this one likely to be vocal advocates of the brand and helps build further awareness within their family, social, and professional circles