Brand & Meaning

Think of a brand, what comes to your mind?

apple, Chanel, Gucci, Ferrari, or another brand that you have a certain attachment to?

In this "material world" brands have a "special" connection with us and sometimes we even start developing some sort of attachment that later becomes loyalty to a certain brand ... for example a girl looking at a pair of Dolce&Gabbana glasses that appeared in an Elle Magazine.

This is an example of emotional branding... but what is emotional branding? Emotional Branding is a marketing term that has to do with the way the consumer feels about the advertised product, rather than the product's image, usage, or price. Emotional branding is the factor that companies play on when they advertise to market to certain demographics.

Another key player in how people look, think and feel about brands is laddering but, what is laddering exactly? Well, Brand Laddering involves progression from attributes to benefits to more abstract values or motivations. Laddering involves repeatedly asking what the implication of an attribute or benefit is for the customer, in other words laddering is a process where the costumer gives a special value to a brand because they connect it with an emotion, a memory and it even gives the brand a certain value that money "cant buy”.

People also use brands to feel confident with themselves, because brands give us that comfort, security and they fulfill out needs in one way or another. When we see something on TV that catches our eyes we stop for a minute and think, "oh if I had that, I would feel much better about myself and others will look at me differently" yeah, I know most of you would deny it, but to be honest that’s how many people think and that’s what motivates us to buy a certain product, because we feel that by buying that product our lives will become a little bit better...