ALTINBAS UNIVERSITY

DISCUSSION
QUESTION 2: Brand
Resonance Pyramid

Name：Víctor Manuel Sánchez Burgos

Chosen company: ZARA

 Zara is the leading international fast fashion chain, owned by the Spanish
textile giant Inditex. Since its founding in 1975, the company has positioned itself as a
market leader, largely due to its focus on offering current designs inspired by the
latest trends. When combined with very affordable prices for the mass consumer,
Zara, under the leadership of Amancio Ortega, has gained industry leadership.

Therefore, I thought it appropriate to create Zara's Brand Prominence Pyramid,

analyzing the pioneering company in the sector in detail:

1. Product Category
At the base of the pyramid is the fashion category, with clothing ranging from basic t-
shirts to elegant suits and dresses, along with footwear and accessories, competing
globally. This broad repertoire defines the brand's primary scope, covering collections
for women, men, children, and even home (the most recent addition).

2. Satisfied Needs
Zara satisfies consumers' need for quality clothing and items at very reasonable and
accessible prices, featuring the latest seasonal trends. Moreover, the brand meets
emotional needs by following current trends, showcasing modern and desirable
designs. Thus, Zara adequately fulfills both emotional and basic needs.

3. Functional Benefits
In general, their designs are modern and innovative, which attracts fashion-forward
clientele. It's known that they also draw inspiration from top fashion runways. When
you combine this with good garment quality and affordable prices accessible to
everyone, Zara becomes a highly competitive company. Additionally, Zara is
constantly releasing new products both in their physical stores and online.

4. Emotional Benefits
Excitement, satisfaction, modernity, personal style, accessibility, and a sense of
belonging are just a few of the emotions that Zara evokes in its customers. Customers
associate themselves with these emotions, allowing them to project a modern and
confident image without substantial expenditure.
 5. Brand Judgments
Analyses of the Zara brand highlight its appropriate quality relative to accessible
prices in its competitive segment. Moreover, Zara is recognized for its high credibility
gained over its trajectory, for its ability to quickly anticipate and adopt trends in its
collections. It is highly respected, solidly considered the undisputed leader in the fast
fashion segment worldwide.

6. Brand Sentiments
Zara elicits various positive emotions from its customers. They experience excitement
and enjoyment accessing current fashion designs at reasonable prices. Feeling
energized, modern, and ultimately happy wearing Zara garments is part of the
experience. Additionally, projecting a highly desirable and trendy style provides a
good sense of social approval and belonging, revealingly converting customers into
repeat buyers.

7. Brand Resonance
At the highest point of the pyramid, at the top tier, at the pinnacle if you will, lies
Zara's popularity—a level envied by any brand in the world. This is easily
demonstrable when you observe the high percentage of loyal customers the brand has,
coupled with a strong attachment that makes it hard to imagine buying a fashion
product anywhere else but at Zara. In other words, Zara's followers show total
commitment by actively seeking and showing interest in the brand's constantly
launched new designs.

This Brand Prominence Pyramid has helped us classify Zara's strengths and analyze
them. Since its founding in 1975, Zara has grown into a textile giant, evolving from
being a solid market product to achieving the most challenging aspect for any
company—its resonance and popularity.