Marketing tends to structure all processes, build a clear development strategy. The main concept is a brand, which includes many components. The relationships between the elements of the whole are not always intuitive, therefore they actively use a graphic image of the essence of the brand, putting all the puzzles into a pyramid.
Pyramid concept
Brand pyramid is a visual form for brand information. Instead of a pyramid, they can use a wheel or other figure, taking into account the context of the presentation of information. The main thing remains a visual image of the relationship of different elements of the whole.
A pyramid is formed from below, laying the foundation of the whole scheme, the most important factor from which all the others follow. Each next level is a logical continuation of all the previous ones.
There is an analogy with the Maslow pyramid, but in reality there is nothing in common between these two concepts except the geometric shape and the principle of levels based on the basis. Maslow built a hierarchy of human needs from basic to more elevated. A brand image may include various 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 revealing the concept of brand positioning is built according to the following scheme:
- the consumer receives a certain experience of interaction with the attributes of the product (specific characteristics);
- experience with the brand meets the needs, the client receives certain functional benefits;
- obtaining benefits leads to an emotional response, the formation of psychological perception;
- the image of the brand and its typical consumers are formed;
- analysis of the main elements and consumers allows us to form the essence of the brand, that is, what is most important for the consumer, what exactly he should know about the product.
Pyramid implementation example
An example of a brand pyramid can be women's clothing, the attributes of which will be the office style and the presence of elements atypical for the office. The next level will contain the benefits of the consumer, such as originality, courage of the image, the establishment of informal relationships with colleagues. The third level includes consumer emotions and the emerging psychological state, namely - sociable, stylish, respected, vibrant personality.
The brand image based on these levels will be expressed in a socially active woman aged 20-35 years with an income level above the average. The top of the pyramid, reflecting the essence of the brand, is formulated something like this: this woman is a bright and interesting personality among office everyday life.
Brands have slogans that should not be confused with the essence. The slogan can call, have about the same value. But it is the essence of the brand that runs the red thread through all communications built with the consumer.
Value and values
Mission, values, principles may be part of the pyramid of positioning, or may be represented as a separate structure. The basis of this figure is made up of broader concepts on which all other levels are built.
The brand’s pyramid of values is a visual representation of the emotions and feelings that a product carries to consumers. Emotions should be in harmony with the material benefits derived from consumer experience. The pyramid makes a special bet on emotions, because it is they that are remembered by consumers. A person remembers his own feelings, sensations and conditions, remembers those factors that contributed to the achievement of these conditions. An example is the baby food brand pyramid, which contains the following levels:
- own research centers;
- natural ingredients;
- customer confidence;
- 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 Radio Star, demonstrating the value of a masculine character, patriotism, peacefulness, respect for experience and traditions.
Value building
The pyramid is built on an in-depth 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 make a bet on the desired aspect.
The statement of values and the image of the pyramid are accompanied by a detailed plan for the implementation of the strategy. A pyramid is not just a static picture. It is a diagram for development, where the starting point (recognition) and the end (loyalty) are depicted.
Creating a brand and moving up the pyramid can be organized in many ways. The choice depends on the characteristics of the product, emotions. Often, a brand carries feelings that the consumer needs, but which are not so easy to feel here and now. An example is the "heavenly delight", available with a chocolate 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 individuality, value and advantages are built.
Sportswear Brands
Adidas and Nike became one of the first giants of the sports industry, one of the first to breathe emotions into their product. Adidas was the first to enter the market and successfully occupied about 70%, offering not only attributes and functional benefits (first 2 levels of the pyramid), but also linking clothes with sports, fitness, and health.
An example of the pyramid of the brand "Adidas" will end with self-confidence, leisurely participation in sports events without a break of strength, for your own sake, and not for the sake of victory. The competitor used a daring approach, an aggressive emotional craving for victory, offering a similar product, but endowed with completely different emotions. The Nike brand pyramid will end with Just do it, calling for bold accomplishments. The slogan “Just do it” gives the brand an active and courageous character. At the bottom of the brand, at the lower levels, the following brand values are located: focus on sports, innovations in the field of production of sports shoes, emotional connection with the client, logo in the form of a flight.
The brand "Adidas" has left in its pyramid of values effectiveness, solidity, energy, high quality products. The emerging competitor quickly gained a leading position precisely thanks to the effective building of relationships with consumers based on unique values.
Both brands are similar, but each has its own character, which is important to correctly identify and effectively convey to consumers. In this case, the pyramid will be an excellent tool that clearly demonstrates all the basic elements of the essence of the brand.
Apple structure
Analyzing the pyramids of famous brands, we can conclude that they are not built on a single scenario. Each brand brings to the pyramid those elements that are important for 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 a brand product.
Based on the emotional benefits, a global brand idea is built that permeates all its communications with consumers - these are revolutionary technologies, innovations that change the world.
The slogan of the brand “Think differently” becomes the top of the pyramid.
In the complex, all the listed values create a confident innovative brand, for the product of which the consumer is ready to pay the increased value to which he is loyal, because he understands and knows him. This is the power of effectively built communication with the right brand values.
Brand pyramid of health
The strength and health of a brand is evaluated using the “Brand Health Assessment” methodology, which forms a health pyramid. The pyramid in this case shows the movement of the consumer from brand knowledge to commitment to the consumption of this particular brand. The importance of this technique is that in an uncontrolled process, a brand can stop at one of the levels and give its competitors a place in the market.
Loyalty development proceeds in the following stages:
- brand knowledge, image formation;
- awareness of the relevance of the brand, decision to purchase;
- first consumer experience with the brand;
- the formation of brand interaction habits, high marks;
- increase in the frequency of purchases, recommendations to friends, maximum loyalty and brand priority among competitors.
Distribution of consumers by health pyramid
If brand knowledge is 95-100%, this does not mean that consumption is also at a high level. About 80% of brand-aware consumers see it as an option to buy. Another half of those who consider the brand relevant to themselves reach the time of purchase. Repeated purchase narrows the circle even more, while loyalty characterizes about 5% of consumers.
This pyramid clearly shows the effectiveness of building communications with the consumer, the healthy development of the brand as the transition of consumers to new levels of interaction with them.
Prestige as a principle for constructing a scheme
Jean-Noel Kapferer proposed a pyramid that separates brands by value, highlighting mass brands, premium, luxury and luxury. The purpose of the pyramid is to determine the needs of customers in the promotion of premium products.
The basic level of brands are widely available brands, produced in large quantities at a minimum price. Brands are characteristic of mass trade and advertising.
The next level is made up of premium brands that create a sense of prestige and high quality among consumers. The availability of goods in this category is also quite high, although there may be releases of limited series.
Luxury brands include top quality brands and high prices. Goods of this level are produced in private conditions and in very limited quantities.
The top of the pyramid is the Griffe category of brands, which are works of art, products in a single copy, which have no analogues.
The use of the pyramid of prestige
On the basis of this pyramid, a pyramid of watch brands is built, which represents the prestige rating of Swiss watches. The bottom position is occupied by watches of the Fashion level, the closing level 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 necessary in a particular situation. The lack of a rigid framework for building and filling makes the pyramid a universal method of analysis used in all areas and at any stages of brand development.