The Happy Pills customer-based brand equity pyramid is strongest at the meaning stage. Although the salience is currently low, it is definitely possible for Happy Pills to enter the market and easily gain greater awareness in the "gift food" category. Being a fun and creative product that allows customisation, Happy Pills is a great affordable treat for any occasion and for anyone. Happy Pills has successfully focused on the feelings and imagery associated with the product without compromising on the performance and quality.
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| Customer Based Brand Equity Pyramid for Happy Pills |
Being a new brand, it is difficult to estimate the number of loyal customers and repeat purchases of Happy Pills in Spain, no less in Singapore. However, we predict Happy Pills would be a product that people would have high affiliation with, it would see a loyal following of people who love the idea of Happiness packaged as a cure for all things. Happy Pills is the quick fix to comfort a friend, a way to show care and concern and a means to spread joy.
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Happy Pills is more than a product. It is an experience that is driven by consumer emotions, which cause customers to purchase the product for the fun of it, or with hopes to make themselves or others feel better. The brand’s proposition of selling feelings of happiness and friendship act as the benefit to serve experiential needs of its consumers.
Whether you are feeling down, lonely, disappointed, angry or heartbroken, Happy Pills is the Cure-it-all.
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