Functional and Emotional Benefits of Brands
It's time to build brands beyond their functionality.
Every brand which has succeeded over time has provided two important benefit categories:
1. FUNCTIONAL BRAND BENEFITS: Assurance of quality and quantity is what the functional benefits of the product and/or brand is about. No brand can succeed without strong functionality. But functionality has become the basic requirement of a brand today.
2. EMOTIONAL BRAND BENEFITS: Emotional benefit is defined as providing something beyond its functionality. It could be better service, creating trust towards the products, or creating a sense of responsibility towards its stakeholders, etc. The Apple brand is a good example of providing strong emotional benefits.
20 years ago many brands could succeed merely by their strong functional benefits, but nowadays the game has changed and functionality has become just the first, basic requirement of any brand. A brand should provide something meaningful beyond its functionality for its long-term success.