FUNCTIONAL BRANDS
Here, the functional dimension of the brand is far more visible and appealing than the emotional or symbolic dimension.
Nivea’s range of body products focuses on the functional benefit of smooth skin.
Also,
buying of a painkiller would be by and large a rational, left brain
driven activity. What implications does one have for marketers of
Aspirin, Aspro, Anacin? Here the brand should be functions driven. That
is, the brand essence should revolve around ‘reasons’ demonstrating
product superiority in terms of its ingredients and efficiency of its
pain relieving process (e.g., the product “dissolves faster in water”
and therefore, “relieves pain faster.”
SYMBOLIC BRANDS
Here,
the symbolic or emotional dimension is more prevalent than the
functional dimension. The decisions would be based on more of the
emotional aspect than that of rational aspect.
In
the circumstances where consumer buying is emotions driven, the brand
must accordingly focus on symbolic or emotional aspects.E.g. ICICI
Prudential has various schemes concerning children’s futures; this also
stresses on the emotional aspect, caring for the child and securing his
future.
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