The Brand: What It Is, How It Builds Value and Why We Grow Fond Of It

In the second chapter, of Lifestyle Brands: A Guide To Aspirational Marketing, I have found out a lot more about how the brand captures the consumer.
“American Marketing Association (1960): A brand was a name, term, design, symbol or any other feature that identifies one sellers good or service as distinct from those of other sellers’. (Chapter 2, Page 15/16)
Used in this senses ‘brand’ is similar o the current meaning of the word, ‘trademark’.(Chapter 2, Page 16)

  • Brand : a type of product manufactured by a particular company under a particular name.
  • Trademark : a symbol, word, or words legally registered or established by use as representing a company or product.

David Aaker, an American organisational theorist, introduces the concept of the identity: the brand corresponds to the identity of a specific product, service or business. (Chapter 2, Page 16)
“A brand can add intangible value to the existing sum of tangible attributions of the product.” (Joel-Noel Kapferer, worldwide leading specialists on brands, Chapter 2, Page 16)

A brand defines the products direction and its identity in time and space. According to Landor, global brand consulting firm , the brand is simply the promise of a unique benefit to consumers, substantiated by rational and emotional elements. (Chapter 2, Page 16)

Definitions of brands have gradually revealed the symbolic value rather than the functional contents of the product that same brands wish to identify. (Chapter 2, Page 16)
Brands want to convert generic customers into loyal ones or even into potencial brand ‘Champions’.

Brandz by Millard Brown, a global company focused on brands, media and communications.

There are five levels, that are the main measures on the brand dynamic pyramid.

Brandz: Brand Dynamic Pyramid 

  1. (Presence) The brand is known by reputation, by the relevance of its brand promise or a past experience of use.
  2. (Relevance)  The brand is considered sufficiently important and relevant by the consumer in relation of their personal needs and may be a candidate for purchase.
  3. Intermediate Level (Performance) The brand is recognised to be a good performer and enters the consumers short list.
  4. (Advantage) Consumers recognise some additional valuable rational or emotional benefits more than for other brands in the category.
  5. Top Level (Bonding) The consumer manifest a strong brand loyalty, which leads him to rule ut most other brands upfront. Climbing the pyramid increases the so-called share of wallet, or the proportion of purchases that consumers dedicate to the brand within the reference category.
    (Chapter 2, Page 25)

The relationship that evolves between customer and brand. Factors that contribute towards this bond are the emotional appeal (fun, excitement, prestige).

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