Hierarchy of Effects

There are progressively "deeper" levels of affinity that one can have with a brand.

1. Awareness — Where distinctiveness matters
2. Knowledge — Where differentiation starts to matter
3. Consideration — "High levels of consideration boost effectiveness and efficiency on every single metric" — Effectiveness in Context
4. Liking
5. Preference
6. Conviction

Model based on Lavidge and Steiner's research.

"Strikingly linear" correlation between improved brand standing (awareness, knowledge, liking, preference) and improved price elasticity. — Binet & Field via Brand building in a digital age, Old thinking for new times

"On average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales." — When it Comes to Brand Building, Awareness is Critical