Brand Pyramid (Term Paper Sample)

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Brand Pyramid Application
Undeniably, branding as part of marketing has become an important component in the way an organization communicates its products and services to its existing and potential customers. Precisely, most companies by now understand that branding does not at all take place in a vacuum but rather through a carefully arranged process known as the brand pyramid. Developed by Kevin Lane Keller, the consumer-oriented pyramid summarizes that a more informed consumer about a particular products translates to a high level of brand equity and knowledge. By and large, the pyramid is divided into four portions: presence, relevance, performance, advantage and bonding (Burger).
As a starting point, Nokia, which will be used as a case study for this particular marketing model, is a brand that cuts across all ages in terms of its presence. At the same time, it enjoys a great deal of recognition owing to its existing and emerging social media marketing and its brick and mortar stores located all over the world. For many years now, the brand echoes durability in terms of battery life, cutting-edge designs and the ability to connect people.
Nokia’s value proposition or set of benefits to the consumer is pegged on durability and a raft of other attachments or motivators such as internet, games and camera functions to name but a few. In a bid to remain relevant in the very fast-paced advancement in the smart phone offing among major players such as Samsung and Apple, the company teamed up with Microsoft in 2011 to enhance the experience therefore underlining their ability to go the extra mile. The end result is a slick designed phone that meets today’s customers’ need and expectations.
The companies segmentation and brand positioning is a mix intended for both older and newer generation consumers because anyone can user the older model Nokia phones much as the youthful group can use the Smartphone. For this reason, it is differentiated on its reliability in providing mobile services to people from all walks of life. Over the years, people have trusted the Nokia brand and hence bonded with their products. Nokia is somewhat what we tend to have as our backup phone for the simple reason that it has a long-life battery and the brand’s intention to stay afloat amidst heated competit...