Brand Value Pyramid, Contract and Persona

The following associations illustrated in the brand value pyramid, brand contract and brand persona are based on desk research and on our own experience with the brand. Further discussions with Marlboro consumers and the brand’s promotional activities served as a additional important source.

Generally the developed persona is in line with the brand’s value pyramid and the brand contract. Therefore, the brand image and brand values are perceived by customers according to the brand’s intensions.

Please click on the image below to enlarge.

Brand Value Pyramid, Brand Contract and Brand Persona


One comment

  1. hans kaspar hugentobler

    solid work contentwise and visual

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