09 Nov Brand Pyramid of Porsche
Module 5 Discussion Board – Brand Pyramid of Porsche
Note: This assignment can be done by copying and pasting the prompt below and simply answering section by section. You do NOT have to create a visual pyramid in photoshop / illustrator. Feel free to use internet research on this assignment
Watch Module 5 Video 3: Brand Pyramid (link for the video: https://vimeo.com/508085611/3946bae1ba) and then Create a brand pyramid analysis of your company (Porsche) based on the following:
SALIENCE (Category)
o Needs your companys category fulfills for target segments
o Recognition – how is your companys brand recognized and regarded within its category by target segments?
PERFORMANCE & JUDGEMENTS
o Features & Functional – what features do target segments like about your brand and its product(s)? How do they use your brand and its product? (for larger companies you may have to pick a specific product line)
o Design (elements that we know matter) – Describe your brands design and how your brands design differentiates and what it communicates
o Fighting brand confusion: What we need them to know/believe (incl. brand “truths”) that they aren’t aware of or are confused regarding and describe how the brand can help communicate that fact better.
(From video: Think Keurig where some customers believe Keurig has instant coffee in their k-cups instead of high quality grounds. The company needs to change this perception. This can also be something the company does well but not enough customers are aware)
FEELINGS & IMAGERY
o Emotional Connection – describe the emotional fulfillment target segments receive from your company
o Social Connections – what social value does your company give to target segments? (Think Prius and how it allows customers to communicate they are green just by driving such a unique looking vehicle)
o Images – that the brand likes to use (find a sample ad online and attach it) and analyze how the image relates to the brand
Once completed, please comment on 2 other colleagues boards adding one more idea for them to consider in terms of brand confusion (something you feel their customers need to know and the brand could help communicate that fact better). I will attach other colleagues responses in uploaded files. You only need to write a paragraph (4-5 sentences) to each colleagues board.
