FACEBOOK - CUSTOMER-BASED BRAND EQUITY PYRAMID

1 RESONANCE Loyalty Users are loyal to the Facebook; dont use the
alternatives Twitter and Orkut as much as they use the
Facebook.
Attachment Users are attached to Facebook; they use Facebook 2-3
hours a day.
Community It is a website/ social media application where users
connect and solve each other problems.
Engagement On a website like Facebook, users may be determined
who like people pages, post and give reviews.
2 JUDGEMENTS Quality It has high quality graphics, applications, pictures but low
quality videos.
Credibility There is a credibility issue as people make fake profiles.
Consideration It has a target audience of people belonging from age of
10-60 Years old.
FEELINGS Fun Several applications and pages are funny and interesting
for the users.
Excitement Promotional deals/ birthday wishes. News on Newsfeed
and animated pictures on Facebook leads to excitement.
Security Facebook isnt a secured website as it gives access to
National Security Agency to Facebook users information.
Secondly Users accounts get hacked. So there are many
security issues.
3 PERFORMANCE Primary
Characteristics
Newsfeed, Messages, Notifications, Communication.
Secondary
Features
Network, Groups, Likes Pages, Groups, Applications and
Events.
Product Reliability Facebook Is not reliable as users can make fake profile id,
fake pages and put on comments. No one is sure about
people real name, real age and the user personal
information.
Service
Effectiveness
Sometimes the Facebook server is down, due to which
users may face problems.
Style The Facebook page changes very often, by bringing slight
changes on the main home page or on the user timeline
page.
IMAGERY User Profiles Users consists of middle and upper class of people
(Lower class users to some extent)
Usage Situation 1.3 billion People use Facebook on worldwide basis.
Personality and
Values
Build Social Value. Be open (make the world connected)
and Move Fast (launch new products and improve them).
History Was founded in February 2004
Experiences Interaction with Rotaractors throughout the Globe.
Promote various campaigns on Facebook.
4 SALIENCE: SOCIAL MEDIA
















Fun and excitement, after
receiving birthday wishes and
visiting entertaining pages

User Profiles: Middle and upper class of people
(Lower class users to some extent)
Usage Situation: 1.3 billion People use Facebook
on worldwide basis.
Personality and Values: Build Social Value. Be
open (make the world connected) and Move Fast
Experience: Interaction with people.
Primary Characteristics: Newsfeed,
Messages, Notifications, Communication.
Secondary Features: Network, Groups,
Likes Pages, Groups and Events.
Product Reliability: Facebook is not
reliable as users can make fake profile id

It has high quality
graphics, applications.
There are credibility
issues because of fake
profile ids been made
on Facebook,.
Social Media
Imagery
Performance
Judgment
Salience
Feelings
Resonance
High loyalty,
users are attached
to Facebook