Welcome to Dr Vincent Wee's Asia Branding Research |
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e book BRAND are names, terms, symbols, designs or combinations of these, although it is true to say that such things can and BE unique and Differentiate certain products and companies from others. The additional ingredient that makes a successful brand is personality."Imagine if a brand is a person what kind of character will he/she be. It relates very much on when do you use or consume the product or services"Today's leading brands are personalities in their own right and are well known in all societies and cultures as film heroes, cartoon characters, sports stars or great leaders. In Asia, Coca Cola, Sean Connery, Nestle, Sony, Batman, Mercedes and Michael Jackson are equally well known. Thousands of people relate to brand personalities in the same way as they do to human personalities. There is, of course, a psychological basis to this, and the psychology behind brands really stems from Carl Jung's work where he described the four functions of the mind - thinking, sensation, feeling and intuition. The secret to successful branding is to influence the way in which people perceive the company or product, and brands can affect the minds of customers by appealing to those four mind functions, or combinations of them. This is how it happens. Some brands appeal to the rational part of a person, to the elements of logic and good sense (the thinking dimension) such as toothpaste which prevents decay and cholesterol-free foods. Others appeal to the senses of smell, taste, sight and sound such as fashion and cosmetic products. Some brands attract the emotional part of people appealing to the feelings' dimension to which consumers react with feelings of warmth, affection and belonging. Products such as Harley-Davidson motorcycles and companies like Benetton with its global village branding exemplify these. Then there is the strange phenomenon of intuition. Some companies and products are attractive to people who intuitively feel comfortable with them, because they see these brands as an extension of themselves, a good fit to their personality, lifestyle, aspirations and behviour -- companies like the Body Shop, with its environmental approach. Brands influence consumer decisions to buy in any of the above ways, or through combinations of them, sometimes with tremendous persuasive appeal. |
Phone:012-2511894 Email: weevincent@yahoo.com Case 1 : How does McDonald Create Values for customers? They create bundled meals and dollar menus to create value for price-conscious consumers. In addition, they create value to the health-conscious consumer by offering salads, fruit, and healthy options for Happy Meals. Pix Ronald McD In Thailand a sign to welcome you to the restaurant.  Case 2 : Shoes with Eyes to Designers Shoe with strips... A shoe manufacturer carried out brainstorming to get ideas to develop new line of shoes. They were ladies fashion. Men leather, sport shoes etc. They then concentrate onj jogging shoes. In the discussion someone suggested that instead of the shoes being able to see where they were going, it would be better for other people to see where the shoes is going. A shoe designer connect reflector and shoe to develop jogging shoe s with luminous strips which glow in the dark so the jogger can be spotted. It boom the whole industry on strips such as tracksuits, helmets and bicycle pedal, and even children shoes with cartoon with it, lights and sound. |
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