Levels of Brand Meaning

                                                   Source: Zaltman, G (2003)


This is one of the very useful tools to analyse the brand.

The levels depicted above may be grouped as following:

1. Associations with the brand and other brands - Physical and Functional attributes
                     - bright appealing colour, easy to apply, quick finish, etc
2. Meanings with consumers - Psychological perception
                     - this brand makes me feel more secure
3. Wider system of Popular Culture - Social consequences and Values and Goals
                     - this brand makes me feel one of the gang, gives me a sense of freedom