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Functional and Emotional Benefits of Brands

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Brand Identity
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Mukul Kumar Singh
Manager, India

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.

 

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topic How to Apply the Kapferer Model to a Brand
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topic Developing an Advertising Campaign
topic Significance of the Brand Identity for Advertising Campaigns
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👀Functional and Emotional Benefits of Brands
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More on Brand Identity:
Summary
Discussion Topics
topic Top-10 Naming Blunders For a Company, Product or Brand
topic How to Apply the Kapferer Model to a Brand
topic How to Use the Brand Image for Recruiting Employees?
topic Developing an Advertising Campaign
topic Significance of the Brand Identity for Advertising Campaigns
topic Brand Identity Strategy
👀Functional and Emotional Benefits of Brands
Special Interest Group

SIG Leader

Do you know a lot about Brand Identity? Become our SIG Leader

Knowledge Center

Brand Identity
Knowledge Center



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