What is included in the value of the brand?
Functional value / emotional value
People try to purchase something to get some sort of value. People who triggered purchasing are people, feeling the functional value for the function and use of the product, leading to purchase, expecting the emotional value obtained by purchasing it There are also people to purchase. Or you will buy only with inspiration that came with Vivibbi when you saw the product.
However, it is the minimum standard that most of the consumers are cleared of the technology and the function. At the present time when the functional value is side by side, many purchase decisions are made by their emotions and inspiration It is getting. In other words, the ratio of brand value is increasing.
Image that affects decision making
It is the brand power of products and companies that greatly influences purchasing decisions based on emotions and inspiration. The minimum condition as a brand is to have a "good" image. Even if the function of the product service is excellent, if the image of the company is not good, it is consumer psychology that you do not want to buy products of such a company. For example, if you are a restaurant, do not you think you will go to the shop if it is bad customer service even at shops that serve delicious cuisine? In the service industry you will find out how important it is to have a "good" image as customer service is important.
A good image is the minimum condition as a brand. What is further needed is a "strong" image. If you have an intense image that is easy to remember, the probability that the product will be chosen will be high. In addition, it is also necessary to have an original image. Even if there is a strong image that can be repeatedly remembered, if there is one of several options that person imagines, then there will be as many products as there are probabilities that their products will be chosen. In such a case, there may be price competition. It is important to have an original image of "this is different" and to differentiate.