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Brands have such strong influence in our life that it is becoming hard to live without them. They are becoming more of a lifeline for consumers who seek more than just a commodity. The concept of branding and logo design hasn’t developed overnight, but has taken decades to alter the perceptions of the consumers.
But brands were not always considered to be essential. Initially commodities were sold out in more or less same fashion; the concept of branding was at a nascent stage. Brands were believed to be the propriety of the affluent class. Only the top companies used to have the privilege of owing a brand identity and the rich consumers went for brands
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• Brand – From Necessity to Luxury:
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| In the pre-industrialization age, commodities were traded without any particular trademark or product name. Clothes were sold simply as unlabeled garments in the UK. The only distinction was of the type of cloth being used. But as the age of branding progressed, fashion brands in UK like Marks&Spencer, Burberry started emerging. They developed a status symbol in the minds of affluent consumers. That is when brands were considered to be a luxury symbol. |
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• Brand – From Luxury to Necessity:
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| As time went by, brands began to explore the emotional and self-expressive side of consumers by creating loyalty with their brand name. People nowadays don’t buy commodities merely, they buy brands and relationships. Sweets are no longer your necessity. It is Cadbury that you need and not just any confectionery. You want to wear a Burberry outfit rather than an unlabeled piece of clothing. Brands are not an exclusive right of the affluent anymore. They are developing into more of a necessity than a luxury. |
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• What is brand for you – Luxury or Necessity?
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| Brands reside in the minds of the consumers. They are created by the perception you give to them. Perceptions differ within people. Some brands might be a necessity for you while you would consider some brands as a luxury. So what is brand for you? Is it a luxury or a necessity? |
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October 28th, 2010 at 1:36 am
For me it’s neither. It’s the manufactured character of a company. Something artificial created to get us to buy stuff.