The Aaker pyramid, also known as the brand loyalty pyramid, is a proposal by David Aaker that suggests brand loyalty can be represented as a pyramid. The base of the pyramid is the public’s purchase of a good or service without giving it much thought. On the other hand, the top of the pyramid represents a customer devoted to a brand that will choose it over the competition and will defend it against other buyers.
In a previous post, we discussed how to differentiate yourself from the competition and boost the perceived worth of your goods by cultivating brand loyalty. Since it is less expensive to sell to an existing customer than to acquire a new one, we all would like to see our brand remain the top choice for our customers while they are making purchases.
We’ll explain each pyramid’s level in this post so you can assess your brand’s current position and develop loyalty plans accordingly.
Table of Contents
Unaware of a brand
Ignorance of the brand is the base of the purchase pyramid. It represents the consumer who buys a product without knowing or thinking about the brand. The person goes to the market and buys the product or service simply to satisfy a need. These consumers have no relationship with the company or brand, know nothing about the product, and will probably buy another brand when making a second purchase because they will not be thinking about their previous purchase.
Brand unawareness can have several causes, among which are:
- Lack of exposure: The consumers haven’t had the opportunity to learn about the brand, either because they have not seen advertising, read reviews, or had contact with the company or its products.
- Lack of interest: The consumer is not interested in the brand or its products. They may already have a favorite brand or do not consider the product relevant to their needs.
- Lack of awareness: The consumer is not aware of the existence of the brand. It may be that the product is new to the market or that it is not actively marketed.
Recognition of the brand
Brand recognition is the second level of the purchase pyramid. It reflects the consumer who knows the brand and has purchased it but has no loyalty to it. These consumers may switch brands when they find another brand that catches their attention, is cheaper, or if it is hard to continue buying your product.
The consumers who are at the brand recognition level have the following characteristics:
- They are familiar with your brand and its products.
- They have purchased your brand at least once.
- They have no loyalty to your brand.
- They are willing to switch brands if they find a better option.
Your customers might be at this level for several reasons, like:
- Exposure to the brand: The consumer has been exposed to the brand through advertising, public relations, or content marketing.
- Satisfaction with the brand: The consumer has had a positive experience with the brand but has not developed a sense of loyalty.
- Lack of alternatives: The consumer might not have many brand options to choose from.
Customers familiar with your brand are at this level of the pyramid. They have compared it to other options, developed a preference for it, and are starting to build an emotional and rational bond with your brand and company.
Customers will emotionally “love” the company and its place in society because they start to perceive it as a reflection of their values, which they will see in the brand’s advertising campaigns.
Reasonably, even though they haven’t yet fully committed to the brand, they will have seen how it fulfills their needs and expectations.
Top of mind
The group of consumers at the top of the brand pyramid are those who have developed an emotional attachment to the brand. These consumers feel strongly connected to the brand, fully identify with it, and are happy to be associated with it. They believe the brand embodies their values, and they support any effort it makes to interact with the public, whether it is social campaigns, advertising campaigns, or simply getting attention.
This group would proudly wear a T-shirt with their favorite brand’s name, stand up for it when talking to other customers, and be happy to be associated with the brand or product.
Consumers at the top of the brand pyramid have the following characteristics:
- Emotional attachment to the brand: These consumers feel attached to the brand and identify with its values.
- Brand loyalty: These consumers are loyal to the brand and are willing to pay more for its products or services.
- Advocacy: These consumers are brand advocates willing to recommend it to others.
Several reasons would make your customers develop an emotional bond with your brand, among which are:
- Positive experiences with the brand: Consumers who have had positive experiences with your brand are more likely to develop an emotional attachment to it.
- Brand perception: Consumers who perceive the brand as authentic, credible, and trustworthy will feel connected to it.
- Brand values: Consumers who identify with the brand’s values are more likely to develop an emotional attachment to it.
Emotional attachment to the brand can have several positive consequences for companies, including:
- Increased sales: Consumers with an emotional bond with the brand are more likely to purchase its products or services.
- Customer loyalty: Consumers who have an emotional bond with the brand are more likely to be loyal to it and to continue buying its products or services.
- Advocacy: Consumers who have an emotional bond with the brand are more likely to recommend it to others.
Aaker’s brand loyalty pyramid is a useful model for understanding the different levels of loyalty consumers can have toward a brand. From brand unawareness to brand advocacy, each level represents a step on the road to building a lasting relationship with your consumers.
Companies must understand where their customers are in the pyramid. This will help them to develop more effective marketing strategies to attract new customers, build customer loyalty, and convert them into brand advocates.
If your company is at the lower levels of the pyramid, it is important to focus on increasing brand awareness and generating a positive attitude towards the brand. This can be done through advertising and content marketing campaigns that highlight the benefits of your brand and differentiate it from the competition. If you need to bring your customers to higher levels in the pyramid, give us a call!