Pyramids example
(picture below)

The pyramid is the graphical presentation which includes a lot more information than the five indicators that compose its five levels: Recognition, Experience, Consideration, Usage, Primary User. One of the additional information is included in the squares on the juncture of two brand levels. we call these numbers inside the squares conversions. They represent the share of consumers that were converted from one level of a brand to the next.

Interpretation of pyramids

                     Brand 1              Brand 2          

Compared with leading brand, brand’s pyramid 2 has low recognition in the category, which causes more marketing acticities of advertisement by brand nr. 2. Conversion from recognition into experience is quite high (76,2 % knows the brand, has experience with it, it means that the concept of a product is good, consumers often still do not take it into consideration while buying this particular trade group. Third conversion gives us information about product, which could mean (dis)satisfaction at quality of a product. 
 

• If conversion is coloured with orange, it means that its value at a ration between 0.8 and 0.6 comparing to optimum. It means opportunity for a brand. 
   
• If conversion is coloured with blue, it means that its value is lower than 0.6 ration of optimal pyramid. This could be a problem.