Aaker’s pyramid

Aaker’s Pyramid is a theoretical model developed by U.S. economist and marketing expert David A. Aaker in 1996 (called the “dad” of modern branding), which describes the five levels of brand awareness and their relationship to customer loyalty.

Starting from the base of the pyramid, levels include:

1. Brand recognition
2. Association of brand attributes
3. Quality assessment/perception of value
4. Brand preference
5. Brand loyalty.

This model is used to understand and improve a brand’s strength in the marketplace.Aaker argues that moving from one level of the pyramid to another requires specific marketing strategies and that customer loyalty is the result of a gradual process of building a relationship with the brand. Aaker’s Pyramid is a key tool for marketers to develop effective branding strategies and to create a strong emotional bond between consumers and the brand.