1. Using Harley Davidson, describe how the brand has built its own Customer Based Brand Equity Pyramid.

2. Describe how Harley Davidson has approached stage

3. Describe all elements that Harley Davidson has as a brand in each section that works towards brand resonance (What are the Primary Characteristics within the Judgements stage, What feelings does owning a Harley Davidson, at each stage)

Please help me complete the customer based brand equity pyramid

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?Sub dimensions of Brand Bui ing Blocks Resonance Loyalty Attachment Community Engagement Feelings Judgments Warmth Quality Fun Credibility Excitement Consideration Security Superiority Social Approval Self-Respect Performance Primary Characteristics and Imagery User Profiles Secondary Features Product Reliability, Purchase and Usage Durability, and Serviceability Situations Personality and Service Effectiveness, Efficiency, and Empathy Values Style and Design History, Heritage, Price and Experiences Salience Category Identification Needs SatisfiedCurrent 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 personalitiesIKEA CONSUMER BASED BRAND EQUITY PYRAMID Salience Furniture Retailer Scandinavian, Imagery Price-conscious, Family friendly, Versatility, Innovative & Inspirational Furniture leader, Low prices Performance Function and diverse designs, DIY Short term home solutions, Lifetime guarantee Welcoming layout, Fun, Feelings IKEA Effect (DIY Self-respect) Socially accepted Familiar environment (security) "Good Deal" happiness, Judgment Low quality, Not durable Convenient flat-pack Good customer service Rapid purchase (cheap) Resonance Price- & distance-sensitive loyalty- low attachment IKEA Hackers & online fan community Strong engagement