15. Customer Based Brand Equity Pyramid for Snap on Tools Resonance Judgements Feelings Performance Imagery Salience (Marketing campaigns in community for mechanics) (Self respect and social approval) (Quality&Super-iority) (Dependable Mechanic) (Product Variety&Depth) (Durability&Reliability)
16.
17. Relationship (Convenience) Culture ( Sophisticated american culture) Physique (Packaging) Personality (Competence) Reflection (Auto technician) Self Image (I am dependable , trust worthy) Brand identity prism (Snap on tools)