The document analyzes Zara's brand using the Brand Resonance Pyramid model. It discusses Zara's high brand awareness and salience for affordable, trendy fashion. It then examines how Zara meets customer needs through reliable, stylish and affordable clothing that is updated frequently. Zara builds an image of being modern, trendy and appealing to young, fashion-conscious customers. Customers feel self-respect and that they appear fashionable when wearing Zara. Overall, Zara provides a rapid fashion model that satisfies customers' desire to have the latest looks at affordable prices.

1. Brand Resonance Pyramid

2. • Brand Salience : Indicator of Brand Awareness
“How easily and often customers think of the brand under various purchase or
consumption situation”
• When mentioning ZARA, high-street fashion brand identity comes to our minds.
• ZARA has different product categories which suit for everyone like female,
male, kids. So, When consumers need trendy but affordable clothing, ZARA ​is
their good choice.
• ZARA brings consumers a concept that you don’t need to buy luxury clothing
just for wearing only once, you can buy ZARA’s stylish design with limited
budget.

3. • Brand Performance:
“Meeting of Customers’ functional Needs!”
1. Reliability & Durability
2. Style & Design:
ZARA provides the latest design. From designing to sale, the shortest time only takes ZARA
15 days. Thus, ZARA can always offer modern, latest fashion to attract consumers who want
to be voguish and be unique.
3. Service Effectiveness:
ZARA satisfies customers with its fast movement in designing and providing the latest
fashion. When some products are not so popular among clients, ZARA would not hesitate to
remove these stocks so that consumers can meet what they love and buy it.
4. Price:
It’s very affordable for those who want to keep on the latest fashion. With this affordable
price, consumers can buy clothing more often instead of spending lots of money on one
piece of classic clothing from luxury brands. Full refund exchange policy is also the identical
feature of brand.

4. •Brand Imagery:
“Meeting of customers' psychological and social needs!”
• User Profile:
Typical Zara customers are people who are young, fashion-conscious but with lower budget.
They care about their appearances and longing for being stylish.
• Purchase situations:
Consumers might pass by ZARA’s stores and be attracted by its window display. As the
clothing in ZARA changes very fast, If you don’t buy something you love now, it will be sold
out next time. Thus, ZARA creates psychological thoughts to let clients buy its clothing
without considering too much.
• Personality and values:
Zara is modern, trendy, high fashion and individualistic. Zara’s stylish personality appeals to
the confident, young target audience.

5. •Brand Feelings and Judgment!
• Feelings:
“Customers’ emotional responses and reactions with respect to brand!”
Self-respect:
ZARA creates less emotion about warmth, fun, security; instead, ZARA builds more on
self-respect. For people purchasing ZARA, they can feel they are unique, different, cool,
chic, superior and individualistic. The logo and the modern decoration also help shape
this atmosphere. Customers feel Fashionable, Presentable and Elite by its apparels.
• Judgment:
“Integrating all the opinions from performance and imagery association of
customers!”
Since 1975, ZARA has offered fashion products continuously. ZARA is an expertise in
producing fast fashion clothing for male, female and kids. Although it copies the design from
other luxury brands, it truly satisfies consumers’ needs for chasing latest fashion.

6. Brand Resonance!
• “Intensity of psychological bonds or relationships customers have with the brand!”
Behavioral loyalty:
• Because ZARA provides limited fast fashion products without replenishing many times,
customers would like to visit ZARA’s store to see the newly available products. Once they
love those products, they can’t refuse to buy them. The frequency of purchase is high and
repeated buyers are a lot.
Sense of community:
• ZARA manage its social community in a cool way. It only posts information such as new
design of this season or newly open store on FB. And ZARA doesn’t post and communicate
with its clients every day. And clients love ZARA and fashion so they will keep following its
information.

7. USPs of ZARA!
• Short processing time: ZARA is very successful and rapid in spotting trends that
will be favored by costumers. Moreover, it takes Zara only 30 days from the
discovery of a trend until its sale in a shop.
• Great variety of styles: Nearly twice a week, new styles come into ZARA’s shops
and stay there for 4 weeks. Therefore, the chance of hitting the spot concerning
consumer’s preferences increases as there is a greater choice.
• Low prices: ZARA copies styles from exclusive and expensive brands and makes
them affordable to the masses.
• Low quantity of items: In its stores, ZARA keeps only 10 pieces of each style. This
scarcity sets buyers under pressure: If they don’t buy an item immediately, they
might miss something.
• https://www.youtube.com/watch?v=lRRheoec3nk