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A Brand Offers More Than A Product

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Brand Vs Product

What does a Brand offer?

  • Pride and social status to the customers.
  • Reliability, emotional security and continuing satisfaction.
  • A feeling of self-confidence and self-esteem to the customers.
  • A kind of authority and power to each customer. Authority, while a customer talk about his brand possession and power to dominate others in any social forum, with the perceived value of his brand over the rivals or competitors.
  • An extra ‘social premium’ in the form of respect and recognition.
  • A landmark personal identification to each customer.
  • A community feeling among the customers who possess a brand.
  • A better customer engagement on social media platforms.
  • A commitment of better services during B2B and B2C logistics.
  • Better appreciation over a period of time.
  • A voice and empowerment to the owners of a brand.
  • Value addition to other brands during joint venture, acquisition, strategic collaborations etc.

What does a product offer?

  • A commodity or an item in exchange of a price/cost
  • An attribute different to its service component
  • Customer needs gratification.
  • Opportunity of material possession by customers
  • Utility, etc.
  • Depreciation over a period of time.

A mother feels emotionally secured with Johnson and Johnson baby products. There are many instances, when a person is easily identified with his possession of a brand (Gucci bag, Ray Ban sunglass, Ferrari Car etc.) than his name or profession or qualification. Similarly, the brand ITC earns more respect due to its remarkable CSR initiatives, than hatred of people for its tobacco products. For customers, a  brand may be a symbol of ‘trust’, ‘confidence’ and ‘reliability’, whereas for its promoters it may be an avenue for holding and maintaining  of customers’ ‘loyalty’, symbol of ‘corporate commitment to society’ and a strong contender in the respective business domain. It’s actually the image of a company or brand, that determines its value in money market. The recent acquisition of ‘Whatsapp’ by Facebook has boosted the morale and confidence of Facebook users. The brand ‘Whatsapp’ has added more value to brand – Facebook. On the contrary, if we analyze the scenario of GM foods in the world market, we find it has failed to create an emotional support from people due to its defective promotional approaches since beginning. The  GM food as an alternative to contemporary foodstuffs, could not create its image among people, as a reliable alternative or option.

If you look into the success story of ‘Aravind Eye Care System’, you’ll  understand how it has been raised up to a branded eye-care model. You’ll understand, why people prefer ‘Aravind’ to other eye hospitals in Coimbatore. It has emerged as a virtuous institution, which embodies the highest standard of quality services, medical values and ethical practices.

Aravind Eye Care System

Hence, a brand is more than just a product or service. Let’s take BRANDING seriously.

Have not yet given up my learning spree. Recently doing internship at Digital Vidya.

  • inbound-marketing

  • There are 3 comments

    • 5 years ago

      Siva Krishna Kota   /   Reply

      Yes “Brand” plays a major role in influencing our buying decision. A customer is ready to pay a premium for any Branded product. This premium amount that the company charges is for the branding cost that involves. Brand is in the mindset of a customer.

    • 5 years ago

      Tarun   /   Reply

      An eyeopening article. A company cannot be content by just offering a quality product unless it builds a brand around it. When Nokia entered the Indian market, it build a brand by offering robust mobiles with a long life durable battery. Consumers always related Nokia to these two properties irrespective of the mobile model. Apple build a brand around the user friendliness of its products. Whether it is an iPad, iPod or iPhone, consumers around the globe are convinced that they are the most user friendly products in their respective categories. Apart from the functional benefits, brands have their own unique proposition which is recognized by the society. Blackberry is a brand which associates an individual with a person working in the corporate or in the top management.

    • 5 years ago

      suraj   /   Reply

      When i wear a RADO watch, and travel to my office in a BMW car society tags me as upper class. while i where a Titan Watch and travel to my office in a TATA nano Car society tags me as upper middle class and when i travel by bus and ask my co-passenger for time society tags me as lower middle class.

      Though the purpose is to reach my office on time, the brand of the product i am using gives me a status in the society.

      Hence whichever class(Upper/Upper Middle/Lower Middle) a customer belongs to, there is always a desire/ want for a man/woman to escalate his or her status in the society. There is always a push, an urge for people to move up the economic status in the society.

      In this effort, when a company brands its product with a particular economic class of the society, people having the want/ desire to escalate or maintain their economic status in the society will pay a premium to buy your product.

      This is how buying decisions are influenced more by the “Brand” rather than the product itself.

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