The Brand Pyramid is a powerful marketing tool used to assess the purchase journey of your customers. By mapping your Brand Funnel, you are assessing the strength and weaknesses of your customers’ decision journey. Alternative names for the Brand Funnel are; Brand Pyramid or Purchase Funnel.
Introducing The Brand Pyramid
Vision One’s Brand Pyramid is similar concept to the Brand Funnel – simply turned upside down. The concept is designed to help marketers and brand owner understand how to grow. The aim is to get more and more customers up the ladder – from awareness to consideration and ultimately to loyalty.
Our Brand Pyramid questions are a fundamental feature of most brand health and brand tracking studies we run these days and are a cornerstone of Brand Equity. As it’s possible to ascribe £-values to people at each level of the pyramid, the concept can also be used to ground findings in terms of monetary value.
Newer brands typically tend to struggle for awareness in the early days whereas established brands who are struggling to grow are weak in converting awareness into consideration. Whilst some brands deliver high levels of satisfaction, this alone is not enough to guarantee brand loyalty.
British Airways Brand Pyramid
British Airways has a strong pyramid structure and its foundations are built on high brand awareness (97%).
Brand consideration is also high at 86% (or 89% of those aware of the brand. This slightly higher than it’s key competitors. Brand Satisfaction and Loyalty are also quite strong at 64% and 26% respectively. Despite these strong indicators, British Airways no longer the airline with the highest Brand Equity – check out our Brand Equity Wheel to discover more.