Understanding Brands as Personalities

1386 Words6 Pages
INTRODUCTION
In a society where corporations are constantly competing for business, branding has become the ultimate way for companies to win over customers. Defining exactly what a brand is, however, is a challenging task. ‘Brand’ has become something of a buzzword over the past decade, though this is not without reason, given the functional purpose of branding in building a competitive business. Branding is much more than a buzzword - it is, in a sense, a company’s promise to its consumers. When a product, service, or company is well branded, consumers know exactly what they’re going to get when they invest. In another sense, branding is the outward projection of what a business hopes to associate with its name. A brand includes not only a company’s logo and slogan, it also includes the design, personality, and service quality associated with the company. It is a combination of various attributes which, when viewed as one, create an image that is desirable to the consumer.
The problem faced in this essay examines the need for companies, specifically in the technology field, to create an experience for their consumers. This is a relevant question because, as technology comes more and more advanced, technology producers need to trigger a preference in consumers for their products. The brand experience, hereby defined as the sum of all interactions between brands and consumers, has therefore become increasingly important in recent years. As more competition enters the market, it is important that companies distinguish themselves through a highly relevant, visible brand in order to succeed. That is to say, the role of brands has changed over the past several decades. They are no longer simply a piece in a corporate value chain, bu...

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...imply to satisfy basic physiological needs. Rather, consumers have evolved to the point where they expect the products that they purchase t help them to reach higher order goals. In order to do this, brands must now take into account the social needs of the consumer. Therefore, brands are increasingly marketed with special attention to targeting the emotional and experiential realm. Brands often undertake these psychological functions and serve as a means of self-expression for the consumer, meaning that brand personality is at an all time importance. After all, the more that a consumer can identify the fulfillment of their psychological desires in a brand, the more likely they are to invest in that product. By understanding brands as personalities, companies are able to better exploit a brand’s emotional benefits and build a positive customer-brand relationship.
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