A well-known and respected brand is definitely an invaluable asset to anycompany. Branding is essential as it plays a strategic role by differentiating itself from the competition.
A company’s brand image comes from the marketing communications effort to create favourable, unique associations about the brand. The best marketers would know the most persuasive way to appeal to consumers is through the heart, not the mind. Even if there had been a better mash-up phone produced in China, we would still rather pick Apple’s phone any day – but why do we do that?
Folks atScienceBlog have discovered that carrying Victoria’s Secret can make consumer feel glamorous. That proves how successful Victoria’s Secret is at branding. This shouldn’t be surprising, should it? Just do an image search onGoogle and notice all you can find are the sexy VS angels, and not even the products.
“Certain brands have personalities that can actually change the way some people feel about themselves,” according to a study in the Journal of Consumer Research.