Let us start our discussion of the 5-layer model with looking at the changes in consumer behavior - the apex layer that has knock on effects on all the rest.
In other words, let us examine our own behavior when we buy things these days. How often do we rely on just the product label for product information? We rely quite a bit on multiple sources of online information in addition to traditional media such as TV and print. Our awareness of products and brands is built not only on personal research & experience but that of others.
The smartphone, (more...)