Sympathy level – describes the emotional relation to the brand (not just satisfaction). The sympathy is generated by the brand's ability to fulfill expectations in three layers that the model defines. The stronger the sympathy level, the stronger the loyalty.

1. Benefit relation – Rational dimension which measures the practical aspects expected from the product. For example: reasonable prices, reception everywhere in the country, better devices etc. These parameters get the attention of classic satisfaction studies, but actually reflect only one side of the relations system.

2. Energetic relation – Alleged juvenile dimension that includes parameters in relation to games, whims and dreams. For example: presents that makes you feel good, amusing advertising, games, surprising innovation etc.

3. Authority relation – Emotional dimension with parameters relating to the way in which the brand uses its powers according to the customer. For example: the extent to which the customer perceives the brand as flexible, fair, keeping its promises, inspiring respect and appreciation.

>> The model tests the consumers' satisfaction level thoroughly and systematically.

>> The model finds strengths and weaknesses that influence the overall satisfaction.

>> The model allows long-term inspection of the consumers' satisfaction development.