Top brand model - Pyramid diagram

"Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-mind awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category." [Brand. Brand awareness. Wikipedia]
This top brand model pyramid diagram was redesigned using the ConceptDraw PRO diagramming and vector drawing software from Wikimedia Commons file Diagram Top Brand Model.jpg. [commons.wikimedia.org/ wiki/ File:Diagram_ Top_ Brand_ Model.jpg]
This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license. [creativecommons.org/ licenses/ by-sa/ 3.0/ deed.en]
The example "Top brand model pyramid diagram" is included in the Pyramid Diagrams solution from the Marketing area of ConceptDraw Solution Park.

This funnel diagram sample shows 5 stages of modified AIDA model: Awareness, Interest, Conviction, Desire, Action. [Barry, T.E. and Howard, D.J., "A Review and Critique of the Hierarchy of Effects in Advertising," International Journal of Advertising, vol 9, no.2, 1990, pp. 121–135]
"AIDA is an acronym that stands for Attention, Interest, Desire and Action. The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision. Given that many consumers become aware of brands via advertising or marketing communications, the AIDA model helps to explain how an advertisement or marketing communications message engages and involves consumers in brand choice. In essence, the AIDA model proposes that advertising messages need to accomplish a number of tasks in order to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption)." [AIDA (marketing). Wikipedia]
The funnel diagram example "Modified AIDA model" was designed using ConceptDraw PRO software extended with Funnel Diagrams solution from Marketing area of ConceptDraw Solution Park.

This funnel diagram sample shows 6 stages of Lavidge et al's hierarchy of effects: Awareness, Knowledge, Liking, Preference, Conviction, Purchase.
"The hierarchy of effects developed by Lavidge in the 1960s is one of the original hierarchical models. It proposes that customers progress through a sequence of six stages from brand awareness through to the purchase of a product.
Stage 1: Awareness - The consumer becomes aware of a category, product or brand (usually through advertising).
Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes, colours, prices, availability etc).
Stage 3: Liking - The consumer develops a favourable/ unfavourable disposition towards the brand.
Stage 4: Preference - The consumer begins to rate one brand above other comparable brands.
Stage 5: Conviction - The consumer demonstrates a desire to purchase (via inspection, sampling, trial).
Stage 6: Purchase - The consumer acquires the product.
Hierarchical models have been widely adapted and many variations can be found, however, all follow the basic sequence which includes Cognition (C)- Affect (A) - Behaviour (B) and for this reason, they are sometimes known as C-A-B models." [Brand awareness. Wikipedia]
The funnel diagram example "Lavidge et al's hierarchy of effects" was designed using ConceptDraw PRO software extended with Funnel Diagrams solution from Marketing area of ConceptDraw Solution Park.