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Who are you?
What are you?
What about
you and me?
What about you?
Keller, Kevin Lane; Brand Pyramid Model
➡ Very expensive
➡ High brand awareness
➡ Available in flagship
stores
➡ Differentiated product
features (technically
superior)
➡ Very high on quality
➡ Attributes may be
compensated for design
➡ Extravagant designs
➡ Known for unique
craftsmanship
➡ Not known for extensive
product use
➡ Memorable brand
experience
➡ High social approval
➡ High on hedonism
(status, esteem)
➡ Satisfy emotional desire
➡ Status relationship
➡ Status stories
➡ Satisfy role-playing
aspects
➡ Relationship with
symbolic meaning

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