Brand dynamics pyramid

Millward Brown

The brand dynamics pyramid aims to diagnose the factors underpinning customer loyalty. It is based on five levels.

Brand dynamics pyramid

Millward Brown

The brand dynamics pyramid is an instrument to diagnose the factors underpinning customer loyalty to a brand.

Each level of the pyramid represents an increased level of familiarity and involvement with a brand. The system distinguishes five levels:

  1. Presence:Simple brand awareness does not provide discrimination in terms of customer loyalty. Successful brands are distinguished from the competition because they are seen as active and dynamic beyond their stature in the market. At the most basic level, this is exhibited in unaided awareness of the brand name, remembered trial usage, or an active understanding of...

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