Question: Please help me complete the customer based brand equity pyramid for Harley Davidson. What is the Salience (Brand Identity), Performance and Imagery(Brand Meaning), Judgement and
Please help me complete the customer based brand equity pyramid for Harley Davidson.
What is the Salience (Brand Identity), Performance and Imagery(Brand Meaning), Judgement and Feelings(Brand Response) and Resonance(Brand Relationship) of Harley Davidson
The table format is below


Customer-Based Brand Equity- Names Branding Objective at Stages of Brand Each Stage Development Intense, 4. Relationships active loyalty What about you and me? Positive, 3. Response accessible reactions What about you? Points of parity 2. Meaning and difference What are you? Deep, broad 1. Identity brand awareness Who are you?Current Situation: Low resonance in SG due to low awareness Example 1: mel Future Potential: High attitudinal attachment; Moderate-high brand Mellisa Shoes loyalty; Moderate sense of community via blogs; Low animosity; High active engagement via "Melissa & Me" blog Quality Luxury Product: Youthful and trendy; Moderate-high quality; Responsible towards Strong credibility and environment; Comfortable; trustworthiness; Weak Unique; Excitement consideration; High brand superiority by leveraging Resonance Individualistic, Fun on designers' equity and Stylish Image: Judgments Feelings Young working High females; Brand, Performance: fashion and Advanced Performance Imagery environmentally- Melflex" plastic conscious technology; Salience (aspirational); Highly durable; Purchase from Stylish high exclusive boutiques fashion: High in twice or thrice a comfort, year; Innovation, Environmentally- Low Awareness: individualistic, friendly; Premium Low recognition and recall in SG market; "green" and Weak category membership due to name "Melissa"; adventurous pricing; Bubblegum smell More breadth than depth personalities
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