Once the brand essence is determined, the funnel helps us to find the specific stage in which the brand is positioned in relation with the market and consumers opinion. Is this a brand the consumers know is it simply an option or one of their favorites? Once these are determined, we can propose specific actions to achieve and be the closest to the brand loyalty as possible.

Awareness: Comes from how well known a brand is or isn’t in the market.

Consideration: Once the brand is popular, next step is for the consumer to look at the bran as the best buy option.

Trial: Our goal is to have the consumer to buy and experience our brand.

Brand Repertory: A product is a part of a line of products competing in the same market. In order to be successful, we have to show up from all competitors in the market, and take the consumer to the next level coming and choosing us.

Top two: To be one of the best two options for the consumer.

Frequency: To become a frequent acquired brand.

Loyalty: Is fundamental for the consumers to be loyal to the brand and communicate the experience of the brand to other potential consumers.