When I say “cosmetics” names like Cover Girl, L’Oreal and MAC probably come to mind. These brands are established and are top of mind for most people who use cosmetics. But they didn’t gain their status in the beauty industry overnight.
On the brand hierarchy pyramid, the tip-top echelon is fanaticism. As a Wisconsin native, I immediately thought of Green Bay Packers fans, the ultimate sports fanatics. Not only do Packers fans, more affectionately known as Cheeseheads, fill Lambeau Stadium at every home game, but the Packers are also one of the top NFL teams to drive up the ticket prices of road games (by 46% more than face value!). The brand equity of the Packers is as solid as the frozen tundra they perform on.