Kellers Equity Pyramid 2003 Flashcards
1
Q
Salience
A
Identify: easily recalled or recognized brand
E.g lucozade sport -> park football
2
Q
Performance (meaning)
A
How products meets customers needs and expectations
E.g nbc terminate tv shows
3
Q
Imagery (meaning)
A
How a you think about a brand. How it makes you feel.
E.g Robinson baby rollerskates -> humour
4
Q
Judgement (response)
A
How customers respond to brand.
- evaluations and or opinions
E.g Starbucks changed Xmas cups -> negative, altered brand image.
5
Q
Feelings (response)
A
How a brand makes you feel.
John Lewis uses family adverts
-> family brand, togetherness
6
Q
Resonance
A
Need to gain deep psychological understanding. -> customers
Behavioural loyalty
