KELLER’S RESONANCE PYRAMID OF ILLY
In keller’s resonance pyramid, there are four stages that each company should follow to build a strong brand equity. I want to analyze illy's brand equity from this pyramid and know the advantages of illy.
The first stage of the pyramid is salience, nomal describing is brand identity. Illy is a really famous brand whose taget consumers are high-end group, they enjoy to drink coffee and consider the brand is suitable for working, commercial etc, illy uses high technology to extract special raw materials, this is one point to attract more loyal customers. High-end route is the distinction of other brands, When we mentioned illy, customers will not compare it with low-price brands, like Nescafe and Maxwell House.
In the second stage, we divide it into two blocks: brand performance and brand imagery. In performance part, illy provides special coffee bean for customers with a machine. Unique package to insure the freshness of coffee beans is also a selling point for customers. However, customers should to learn how to use the machine, illy needs some advertisement to teach them. In imagery part, illy has a long history with 82 years and a heritage to use a machine to cook coffee, consumers are considered as white-collar workers or people who are chasing for high quality lifestyle.
Judgment part and feelings part constitute the third stage. Illy has high reputation and high credibility what matches with its brand vision and it gives us the feelings of enjoyable, shares its passion for the quality of life.
The final stage is the relationship between the brand and consumers. Consumers would like to buy illy regularly and repeatedly because of its good taste and high fame, what means illy has good behavioral loyalty, illy also has active engagement. For example, although I have not buy illy temporarily because of the price or other reasons, I know this brand and would like to try it in the future if I have opportunity.
In conclusion, keller’s resonance pyramid of illy is quite clear, according to the analysis, we can find out one reason of illy’s success may be its specific mission, vision and value.
Reference: https://www.mindtools.com/pages/article/keller-brand-equity-model.htm
http://valuereport.illy.com/en/?page=ci-sono-promesse-che-durano-una-vita