Brands are decisive instruments in today¶s marketing scenario. Enhancing brandimage and awareness is a continuous process which enables the marketers towithstand fierce competition. Usually brands reflect the goodwill that anorganisation enjoys in the market and the image that it projects.A brand stands for -Attributes-Benefits-Values-Culture-Personality-The target user
Brands focus on the product attributes to inform the existing customers as wellas to influence the potential customers.
The attributes of a product should be converted into emotional and functional benefits for the consumers.
Brands communicate human values that eventually reflect the tangible values of the product.
Brand culture is nothing but cultural dimensions of brands that influence their identity in the market.
Sometimes, brands also convey a personality trait.
Brands define the user segment- upper class, middle class, lower middle classetc.
by M G P