Type of Brand

abhishreshthaa

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The functional dimension is the product’s attributes and benefits or the tangible properties while the symbolic dimensions are the intangible aspects of the brand.

A marketer can combine these two elements to create the ‘right’ appeal for customers. In consumer behavior the rational and emotional perspectives are two models that explain how consumers make purchase decisions.


Successful branding, therefore, depends on combining the rational and emotional components of a brand in a manner that it becomes consistent with the consumer’s frame of mind.
 
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