Understanding your Brand
As your Asian customers
are changing, so is their view of your brand. They are moving
away from judging brands based on simple product features
towards seeking brands satisfy their emotional needs. They
are looking to form close relationships with their favorite
brands.
The definition of what makes a “brand”
can be summarized as follows
“What turns a product
into a brand is that the physical product is combined
with something else - symbols, images, feelings - to produce
an idea which is
more than the sum of its parts. The two - product and symbolism
- live and grow
with each other inside the consumer mind”
Various Marketing publications,
1995 onwards
Custom Asia uses a variety
of innovative techniques to get inside the consumer
mind in order to explore brand perceptions, brand positioning
and brand image.
A wide range of past
studies across different markets emphasise that brand
image is now a very powerful emotional influence on brand
choice.
Consumers will choose
a brand which fits emotionally with their own personality.
Their choice is a way for them to say something about themselves
and to
promote their own self image to other.
Rational product attributes
may be used to justify the choice, but it is the
emotional attribute of brand image and personality that
is now the most influential
factor in brand choice.
Custom Asia is a specialist
in helping you to better understand your brand by
taking you inside the mind of your consumer, where your
brand lives and grows.
