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abhishreshthaa October 11th, 2010 08:15 PM

Symbolic brand
 
Symbolic brand

Here, the symbolic or emotional dimension is more prevalent than the functional dimension. The decisions would be based on more of the emotional aspect than that of rational aspect.

In the circumstances where consumer buying is emotions driven, the brand must accordingly focus on symbolic or emotional aspects.

For.e.g. While buying greeting cards, chocolates, toys, apparels, etc. the brands competing in this category need to capture the heart of the customer. The brand must be emotions dominated in order to be consistent with the consumer’s state of mind.


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