The Importance Of Building A Brand Pyramid

The American Marketing Association states “a brand as a name, term, sign, symbol or/and design intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors of a brand is not just a value generating entity relevant”. However, it can further be said that identifying and differentiating of a product or service only makes sense when the brand offers value.

Brand Equity is the added value furnished on products and services. It may be reflected in the awareness, familiarity and unique association with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the organization.

When we talk about building a strong brand, it is inevitable to mention the concept of Keller’s brand Equity model. The strength of a brand depends on what the consumer has seen, heard, learnt, felt of a brand over time. To build a strong brand, you must form how customers think and feel about your product or service. The "Brand Pyramid" is a useful tool that can help you identify where your customers are on this journey to loyalty. It provides a yardstick by which firms can assess their progress in their brand building efforts.

The Brand Equity Pyramid model looks at brand building as

It is really starting from the bottom of the pyramid and progressing to the top. According to this model, enacting the four steps means establishing a pyramid of six “brand building blocks” with customers as illustrated in Figure 1. The model emphasizes the duality of brands- the rational route on the left-hand side and the emotional route on the right-hand