Brands are an integral and important part of our daily lives, Brands help you to enhance your image by possessing them, the reason why do we shell out an extra buck for a brand, even though the satisfaction or the core benefit which we derive is the same. For example a decent watch(unbranded) would cost you Rs 350-800 and it would serve the core benefit that is make you read time as good as to any other premiuim brand like TITAN,TOMMY HILFIGER,POLICE. but the difference between the price range is huge even though both the devices solve the same problem in a similar fashion.
Strong and powerful Brands have this capability to command a premium in the market due to the Image which they have built or due to the superior brand Image.now an individual always has two personalities that is the actual self that is what he is at present,,,An indivdual always aspires to move or upgrade his image to someone or some personality he admires that is called his Ideal self which he carves to achieve. How can an individual achieve or upgrade his Image ??? the answer is Brands help individuals to achieve their Ideal self by transferring the qualities or characteristics of the brand to the user. for example if the user is driving a landrover its implied that he loves sports and wants power over things. and his need of gaining power is tapped and fulfilled by land rover, he feels better and a sense of power when he rides the SUV, The SUV satisfies the EGO needs of the user.Marketers try to position their brand on these image or personalities targetting those individual aspiring to achieve their Ideal self.
1 comment:
Good one... gives a purists view of marketing and branding.
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