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  • Materi Ing Niaga

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    A brand represents a promise to customers about the type of product or service they will receive. Well-established brands are instantly recognizable and associated with specific attributes. For example, customers know that McDonald's promises fast food, Coca-Cola promises soda, and Volvo promises safety and reliability. Over time, certain brands can develop a personality that customers identify with and buying that brand says something about the person's identity. Strong brands appeal to customers on a personal level and are associated with status or attributes like luxury for brands like Cristal or individuality for brands like Apple.

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    A brand represents a promise to customers about the type of product or service they will receive. Well-established brands are instantly recognizable and associated with specific attributes. For example, customers know that McDonald's promises fast food, Coca-Cola promises soda, and Volvo promises safety and reliability. Over time, certain brands can develop a personality that customers identify with and buying that brand says something about the person's identity. Strong brands appeal to customers on a personal level and are associated with status or attributes like luxury for brands like Cristal or individuality for brands like Apple.

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    16 views1 page

    Materi Ing Niaga

    Uploaded by

    Alifa
    A brand represents a promise to customers about the type of product or service they will receive. Well-established brands are instantly recognizable and associated with specific attributes. For example, customers know that McDonald's promises fast food, Coca-Cola promises soda, and Volvo promises safety and reliability. Over time, certain brands can develop a personality that customers identify with and buying that brand says something about the person's identity. Strong brands appeal to customers on a personal level and are associated with status or attributes like luxury for brands like Cristal or individuality for brands like Apple.

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    © All Rights Reserved
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    Bing niaga

    Why A Brand Matters


    In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands
    and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser,
    Ford, Apple AAPL 0.28% , MetLife MET -1.86% .You know what you are going to get with
    a well-branded product or service. In another sense, a brand is a specific combination of logo,
    words, type font, design, colors, personality, price, service, etc. It is also a bundle of attributes.
    Think of Volvo, for instance, and your first thoughts are probably going to be something like
    “well built, comfortable, Swedish” and, most of all, “safety.”
    The promise, look, personality and attributes can eventually acquire a special, what I call “me”
    appeal. Buying a certain brand says something about the person who buys it. Apple has that
    attribute. So does Prius. The booze and clothing businesses are filled with products with
    specific attributes: Cristal, Guinness, Ralph Lauren, Manolo Blahnik.
    Geller,L. (2012, May 23). Why a Brand Matters. Retrieved from
    https://www.forbes.com/sites/loisgeller/2012/05/23/a-brand-is-a-specialized/#428527e23938

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