Keller’s Resonance Pyramid for Maxwell House
The first level of Keller’s Resonance Pyramid is about the identification of the brand. It relates to how often and easily the brand is evoked under various purchase or consumption situations. Keller argues that it is important that awareness campaigns not only build depth (ensuring that a brand will be remembered and the ease with which it is) but also breadth (the range of situations in which the brand comes to mind as something that should be purchased or used).
Maxwell House instant coffee is one of the most famous and popular instant coffee brands for consumers, as what we find during our research, and it has a more than 100 years’ history. So, when it comes along with other brands of instant coffee, consumers normally will choose Maxwell House. However, when Nescafe coms along with Maxwell House, consumers can hardly decide which one to choose. So Maxwell House needs to develop its breadth among those brands with high popularity. But its slogan ‘Good to the last drop’ is really a great success that it helps Maxwell House come to consumers’ mind when they see the slogan.
The second level of the pyramid has two building blocks: brand performance and brand imagery. Brand performance relates to how the product or service meets customers’ functional needs. Brand imagery deals with the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs.
Maxwell House instant coffee fits customers’ needs of convenience as well as good taste. The packages of Maxwell House instant coffee we find in supermarket are normally bigger than other brands that will attract consumers visually although it contains same sticks with other brands. Besides, its price is at a normal level and some products even cheaper than Nescafe’s. But compared with other brands like Nescafe, Maxwell House has a lack of flavor varieties.
About its brand imagery, its slogan ‘Good to the last drop’ provides customers a good and consistent service. But, even if it’s a historical brand which has more than 100 years history making coffee, its instant coffee is till a low-end product so it cannot fit consumer’s social needs, because social need is more based on esteem of others. In this aspect, illy is better than Maxwell House as well as Nescafe.
The third level is about brand judgments, which focus on customers’ own personal opinions and evaluations and brand feelings which are customers’ emotional responses and reactions with respect to the brand.To draw this block, we find answer in our previous survey.
The brand judgment from our respondents is that they think Maxwell House has a high quality and are trustable. And it specifically attracts women because its sweet taste.
The feeling of Maxwell House is very simply，clean and rational because of its package. It also gives consumer a feeling of harmony regarding to its slogan.
The last level as well as the peak of the pyramid is brand resonance. Brand resonance refers to the nature of the relationship that customers have with the brand and the extent to which customers feel that they are “in sync” with the brand.
Maxwell House instant coffee has made a successful consumer loyalty campaign among women from 45-54 in Canada. Through Media, it plays a role like a trusted friend with a smile to the large consumer and increase and maintains brand loyalty in Ontario and Quebec regions.
Reference:
http://marketinglessons.in/2015/03/20/brand-resonance-pyramid-philip-kotler-summary/
http://fmcg-marketing.blogspot.fr/2007/10/brand-resonance-\pyramid.html
http://www.slideshare.net/undeadkennedy/maxwell-house-campaign-project