I came across this concept today. I think its not a new concept but I am quite fascinated by the framework. Its is similar to marketing funnel but this is in the context of loyalty.
Level 1: Bonding - Nothing else beats it
- Unique & Superior combination of benefits (Meets needs and advantage statements):
The relative importance of the advantages
The share of endorsement for the brand
The number of brands considered
Level 2: Advantage - Offers something better
- Endorse any of:
More acceptable price Appeals more
Works better Offers something different
Higher opinion Growing more popular
Most popular Unaided first mention
Level 3: Performance - Delivers
- Do not endorse:
Doesn't perform well enough
Level 4: Relevance - Brand that might be considered
-Meets needs or do not endorse:
Costs more than you are prepared to pay
Too cheap to be acceptable quality
Doesn't meet your needs
Doesn't appeal to you
Level 5: Presence - Know something about the brand
-Endorse:
Unaided brand awareness
Bought or used
Have an opinion about a pyramid attribute
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