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Brand levels

Brand levels

How we perceive brands

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There are different ways to perceive brands: 1- UNDERSTAND a brand’s characteristics in a rational way. 2- EXPERIENCE all the things around the brand and all the relationships between it. 3- FEEL the emotional connection between the human, the characteristics of the product and everything around it. No one has discussed the third element, which I think is the most relevant one for decision making.

UNDERSTAND. Rationally distinguish the product’s characteristics and features.
- Homogeneity. All products under the same brand have something in common.
- Differentiation. All products under the same brand are different from the rest.

EXPERIENCE. Perception of what surrounds the product (more than the product itself). The connections that we establish between concepts.
- Associations that the consumer makes between the brand’s outcomes. What they have in common.
- Associations that the consumer makes with what surrounds the brand. Any related interaction.

FEEL. Emotional perceptions of characteristics and experiences.
- Fast. First impressions, intuition.
- Cumulative. We form our ideas about a brand based on the sum of the brand’s features and our experiences during an extended period.
- Not rational. The heart is more important than the mind in the understanding of brands.


For more information about this subject, you can read the post Brand experience

Brand experience, one step ahead

I have developed the idea of a brand as a feeling in other posts:

- Communication plan
- Love a brand
- Your brand communicates what you feel
- Entertain

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