The brand resonance pyramid: Yves Rocher

1. Identity

Salience: We made a survey, to which 35 people responded, to find out the awareness level of Yves Rocher. When showing the logo without the name, 83% of the respondent recognized Yves Rocher (vs only 54% for The Body Shop). Moreover, Yves Rocher was elected 5 consecutive times as the French people's favorite brand.

2. Meaning

The first 3 words that our respondents associated with Yves Rocher are "organic", "natural" and "affordable".

Brand performance: Yves Rocher demonstrates its reliability and durability; people believe that their products are effective even though they're really affordable, with natural components that come from sustainable producers or are directly cultivated in their own botanical garden.

Brand imagery: it is highlighted by its commitment to several environmental programs and social causes, like their "Plantons pour la planète" program; and its strong use of organic vegetal ingredients, making customers feel good about purchasing products from an organization with an environmental conscience.

3. Response

Judgments

Quality: Customers judge Yves Rocher's products as effective and quality product.
Credibility: Yves Rocher is particularly known for its expertise in innovation, using the power of organic vegetal in the service of women's beauty.
Consideration: Yves Rocher product are very often described as having a really good price-quality ratio.
Superiority: Yves Rocher is considered the leader in the vegetal cosmetic.

Feelings

Customers feel secure when using Yves Rocher's product because they think they're made of natural and organic ingredients, and self-respect because they're buying authentic cosmetics from a green and eco-friendly company.

4. Relationships

Behavioral loyalty: Customers feel special thanks to the "weloveyou" loyalty program: each and every of them receive a personalized message on their loyalty card, invites and discounts on their favorite products and gift picked especially for them.
Attitudinal attachment: Customers don't particularly see buying Yves Rocher's product as a special purchase. 
Sense of community and active engagement: Yves Rocher has very active communities on Facebook. For example, the French Facebook page has more than 800,000 fans and is regularly fed with contests and special news promoting new products.

Cindy

Sources
Our own survey (35 respondents): https://docs.google.com/forms/d/1A8EBm0OPCu-Tp9MMVM0r0duI24Gm4jOnBtR5dzhgHsM/viewform

http://www.lepoint.fr/economie/pourquoi-yves-rocher-est-la-marque-preferee-des-francais-10-10-2013-1741294_28.php
http://forum.aufeminin.com/forum/beaute1/__f67062_beaute1-Que-pensez-vous-des-produits-yves-rocher.html
http://www.mindtools.com/pages/article/keller-brand-equity-model.htm