Marketing tends to structure all processes, build a clear development strategy. The main concept is the brand, which includes many components. The relationship between the elements of the whole is not always intuitive, so they actively use a graphic image of the essence of the brand, putting all the puzzles into a pyramid.
Pyramid concept
The brand pyramid is a visual form of presenting brand information. Instead of a pyramid, a wheel or other figure can be used, taking into account the context in which information is presented. The main thing remains a visual representation of the relationship between different elements of the whole.
The pyramid is formed from below, putting the most important factor at the basis of the whole scheme, from which all the rest follow. Each next level is a logical continuation of all the previous ones.
There is an analogy with Maslow's pyramid, but in reality there is nothing in common between these two concepts, except for the geometric shape and principlelevels based on the basis. Maslow built a hierarchy of human needs from basic to more sublime. The brand image can include different elements that meet the requirements of a particular presentation. These can be brand positioning attributes that reveal its essence or stages of development.
Brand image on the market
The pyramid that reveals the concept of brand positioning is built as follows:
- the consumer gets a certain experience of interacting with the attributes of the product (specific characteristics);
- brand experience satisfies the need, the customer receives certain functional benefits;
- gaining benefits leads to an emotional response, the formation of psychological perception;
- shaping the image of the brand and its typical consumers;
- analysis of the main elements and consumers allows you to form the essence of the brand, that is, what is most important for the consumer, what exactly he should know about the product.
An example of the implementation of the pyramid
An example of a brand pyramid can be women's clothing, the attributes of which will be office style and the presence of elements atypical for the office. The next level will contain consumer benefits, such as originality, boldness of image, establishing informal connections with colleagues. The third level includes consumer emotions and the emerging psychological state, namely, a sociable, stylish, respected, bright personality.
The brand image based on these levels will be expressed in a socially active womanage 20-35 years old with an income level above average. The top of the pyramid, which reflects the essence of the brand, is formulated something like this: this woman is a bright and interesting person among everyday office life.
Brands have slogans that should not be confused with the essence. The slogan can call, have about the same meaning. But it is the essence of the brand that runs like a red thread through all communications built with the consumer.
Value and Values
Mission, values, principles can be part of the positioning pyramid, or they can be presented as a separate structure. This figure is based on broader concepts on which all other levels are built.
The Brand Value Pyramid is a visual depiction of the emotions and feelings that a product conveys to consumers. Emotions must be in harmony with the tangible benefits derived from the consumer experience. In the pyramid, a special bet is placed on emotions, because they are remembered by consumers. A person remembers his own feelings, sensations and states, remembers the factors that contributed to the achievement of these states. An example is a baby food brand pyramid containing the following levels:
- own research centers;
- natural ingredients;
- customer trust;
- price affordability;
- security;
- top quality.
Each brand has its own character, which consumers perceive and associate themselves with this image. An example of a brand with character is Zvezda radio,demonstrating the value of male character, patriotism, peacefulness, respect for experience and traditions.
Building value
The pyramid is built on a deep analysis of the brand itself and its consumers. Only the right interaction with customers allows you to determine the level of value of each element and bet on the right aspect.
The value statement and the pyramid image are accompanied by a detailed plan for implementing the strategy. The pyramid is not just a static picture. It is a diagram for development, which depicts the starting point (recognition) and the end point (loy alty).
Building a brand and moving up the pyramid can be done in a variety of ways. The choice depends on the characteristics of the product, emotions. Often a brand carries sensations that the consumer needs, but which are not so easy to feel here and now. An example is the "heavenly delight" available with a candy bar.
Brand values, in other words, are called identity, that is, the definition of what it is and for whom. Identity consists of the following levels: the vision and heritage of the brand, on the basis of which its identity, value and benefits are built.
Sportswear brands
Known giants of the sports industry, one of the first to breathe emotion into their product, were Adidas and Nike. Adidas was the first to enter the market and successfully took about 70%, offering not only attributes and functional benefits (the first 2 levels of the pyramid), but alsolinking clothes with sports, fitness, he alth.
An example of the pyramid brand "Adidas" will end with self-confidence, unhurried participation in sporting events without strain, for the sake of oneself, and not for the sake of victory. The competitor took a daring approach, an aggressive emotional drive to win, offering a similar product, but endowed with completely different emotions. The Nike brand pyramid will end with the phrase Just do it, calling for bold accomplishments. The slogan "Just do it" gives the brand an active and courageous character. At the base of the brand, at lower levels, are the following brand values: focus on sports, innovation in the production of sports shoes, emotional connection with the client, the logo in the shape of a flight.
The brand "Adidas" has left in its pyramid of values performance, solidity, vigor, high quality products. The emerging competitor very quickly won its leading position precisely due to the effective building of relationships with the consumer based on unique values.
Both brands are similar, but each has its own character, which is important to correctly define and effectively convey to consumers. In this case, the pyramid will be a great tool that clearly demonstrates all the main elements of the essence of the brand.
Apple structure
Analyzing the pyramids of well-known brands, we can conclude that they are not built on a single scenario. Each brand puts into the pyramid those elements thatwhich are essential to its structure and essence.
The Apple brand at the base of its pyramid has compact digital products. The second level is occupied by advantages related more to the rational side of thinking. These characteristics include simplicity, power and creativity.
The third level is the emotional perception of freedom and pure creativity, which become available with the brand's product.
Based on emotional benefits, a global brand idea is built, permeating all its communications with consumers - these are revolutionary technologies, innovations that change the world.
The top of the pyramid is the brand's slogan "Think Different".
Together, all the listed values create a confident innovative brand, for the product of which the consumer is ready to pay an increased cost, to which he is loyal, because he understands and knows him. This is the power of effective communication with the right brand values.
He alth pyramid brand
The strength and he alth of the brand is assessed according to the "Brand He alth Assessment" method, which forms a he alth pyramid. The pyramid in this case shows the movement of the consumer from brand awareness to commitment to the consumption of this particular brand. The importance of this technique lies in the fact that with an uncontrolled process, the brand can stop at one of the levels and give way to competitors in the market.
Loy alty develops in the following stages:
- brand knowledge, informationalimage shaping;
- awareness of brand relevance, purchase decision;
- first consumer experience with the brand;
- shaping the habit of interacting with the brand, high praise;
- increasing the frequency of purchases, recommendations to friends, maximum loy alty and brand priority over competitors.
Distribution of consumers in the he alth pyramid
If brand awareness is 95-100%, this does not mean that consumption is also at a high level. Approximately 80% of brand-aware consumers consider it an option to purchase. Another half of those who consider the brand relevant to themselves reach the moment of purchase. Repeat purchase narrows the circle even more, while loy alty characterizes about 5% of consumers.
This pyramid clearly shows the effectiveness of building communications with the consumer, the he althy development of the brand as the transition of consumers to new levels of interaction with it.
Prestige as a scheme principle
Jean-Noel Kapferer proposed a pyramid that divides brands by value, highlighting mass brands, premium, luxury and luxury. The purpose of the pyramid is to determine the needs of customers when promoting premium products.
Basic brands are widely available brands produced in large numbers at minimal cost. Brands are characteristic of mass trade and advertising.
The next level is made up of premium brands that create a sense of prestige among consumers, highquality. The availability of products in this category is also quite high, although there may be limited editions.
Luxury brands include brands of the highest quality and high price. Items at this level are produced privately and in very limited quantities.
At the top of the pyramid are the brands of the Griffe category, which are works of art, one-of-a-kind products that have no analogues.
Using the Prestige Pyramid
On the basis of this pyramid, a pyramid of watch brands is built, which is a ranking of the prestige of Swiss watches. The bottom position is occupied by watches of the Fashion level, closing the top is the level of art and exclusivity.
Thus, the pyramid is a schematic tool that allows you to visually depict the area of branding that is needed in a particular situation. The absence of a rigid framework for building and filling makes the pyramid a universal method of analysis used in any area and at any stage of brand development.
