Arrange the following statements corresponding to different levels of Brand Dynamics Pyramid in a sequence starting with the base of the pyramid:

A. Belief that the brand delivers acceptable product performance and is on the consumer's short-list
B. Rational and emotional attachments to the brand to the exclusion of most other brands
C. Active familiarity with the brand based on post trial, saliency or knowledge of the brand promise
D. Relevance of brand to consumer's needs in the right price range or in the consideration set
E. Belief that the brand has an emotional or rational advantage over other brands in the category

Choose the correct answer from the options given below:

Correct option is A

The Brand Dynamics Pyramid (developed by Millward Brown) explains how consumers build relationships with brands in five progressive levels, starting from awareness and ending in strong brand bonding. Each level reflects a deeper engagement and loyalty.

Here’s how the correct sequence fits the pyramid:

1. C – Presence (Awareness): This is the base level where consumers become actively familiar with the brand through exposure, experience, or understanding of the brand promise.

2. D – Relevance: Once consumers know about the brand, they evaluate whether it meets their needs and fits within their price expectations or personal criteria.

3. A – Performance: Here, the brand must deliver on its promises. Consumers begin to see it as trustworthy and capable, hence making it to their consideration set.

4. E – Advantage: The brand now stands out among competitors due to emotional or rational superiority.

5. B – Bonding: This is the highest level where consumers feel an intense emotional and rational connection, making the brand nearly irreplaceable.

Each step builds on the previous one, emphasizing how customer relationships evolve from mere recognition to deep emotional loyalty.

Information Booster:

• The Brand Dynamics Pyramid is built in five layers: Presence, Relevance, Performance, Advantage, and Bonding.

• It describes the path from brand awareness to brand loyalty and brand advocacy.

• Presence is foundational, as no relationship can be formed without familiarity.

• Relevance ensures the consumer perceives the brand as a viable option.

• Performance relates to satisfaction and meeting expectations.

• Advantage signals differentiation in a competitive market.

• Bonding implies strong customer commitment and emotional attachment.

• A brand with a majority of its consumers at the bonding level has significant brand equity.