What is a Brand? User Culture Personality Attributes Benefits Values
6 Attributes Attributes Benefits Benefits Values Values Culture Culture User User Personality Personality What Is A Brand?
Example: Mercedes-Benz 55 year old executive German An austere culture palace Expensive High Well-built performance Important durable satel ty admired
7 Expensive Well-built durable Expensive Well-built durable High performance safety High performance safety German culture German culture 55 year old executive 55 year old executive An austere palace An austere palace Important admired Example: Mercedes-Benz
Brands promise customer benefits · Three brand benefits Functional Emotional Self-EXpressive
8 • Three Brand Benefits – Functional – Emotional – Self-Expressive Brands promise customer benefits
Functional benefits Superior product attributes performance, taste ingredients, etc “ Tastes better”;“ Lasts Longer,, New Improved etc Examples Gillette MacH3 Crest toothpaste Functional Benefits Sharp flat-panel TV
9 Functional Benefits • Superior product attributes, performance, taste, ingredients, etc. • “Tastes better”; “Lasts Longer”, “New & Improved” etc. • Examples – Gillette MACH3 – Crest toothpaste – Sharp flat-panel TV Functional Benefits
Emotional benefits How brands make people feel when they use them Safe in a volvo Sexy in Chanel #5 Outdoorsy in Timberland Emotional Benefits Internal, psychic rewards Functional Benefits
10 Emotional Benefits • How brands make people feel when they use them – Safe in a Volvo – Sexy in Chanel #5 – Outdoorsy in Timberland • Internal, psychic rewards Functional Benefits Emotional Benefits