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Functional brand

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Abhijeet S
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Functional brand - October 11th, 2010

Functional brand

Here, the functional dimension of the brand is far more visible and appealing than the emotional or symbolic dimension.


For instance, buying of a painkiller would be by and large a rational, left brain driven activity. What implications does one have for marketers of Aspirin, Aspro, Anacin? Here the brand should be functions driven.


That is, the brand essence should revolve around ‘reasons’ demonstrating product superiority in terms of its ingredients and efficiency of its pain relieving process (e.g., the product “dissolves faster in water” and therefore, “relieves pain faster.”
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