Value:
To establish a genuine position in any advertising campaign, you must consider the value you offer to the audience. This value can be tangible, such as fabric quality in the fashion industry, or intangible, like the enjoyment experienced from a video game. It can also be the perception of social status gained by wearing a product from a major brand.
Benefit:
When shaping the brand image, ask yourself:
What benefits will my target audience gain from dealing with me?
What added value do I provide compared to competitors?
What are they looking for in my product/service?
What are they anticipating, and how can I fulfill those expectations?
These four questions help shape your brand image in the audience’s mind. If customers find that your brand meets their needs, offers unique value, and constantly evolves while providing the latest in the market, it becomes their preferred choice.
Market Value:
Market value refers to the physical and moral weight of the brand in the commercial market. Nike’s market value in sportswear surpasses that of its competitor Adidas. Similarly, in smartphones, Apple’s global market standing surpasses Samsung and other competitors, demonstrating the enduring influence of market value.
Purchase Experience:
The purchasing experience significantly influences the perceived value of a brand. Successful advertising as the best, most experienced, and high-quality brand can falter in a real customer interaction. Regardless of market value, if a company fails to satisfy the customer, it loses its market value.
Achievement and Convenience:
Achievement and convenience play a pivotal role in the audience’s decision to engage with your brand. If your service streamlines their tasks and saves time, you provide real value they seek.
Connection:
The ability to fulfill a broader range of customer needs enhances your market value. If you specialize in selling mobile phones, offer maintenance services, provide accessories, and exclusively collaborate with manufacturers’ dealerships, you become the go-to solution, cementing your value.
Sensory Integration:
Sensory integration is about implanting a feeling in the customer’s mind. Brands like Galaxy and Axe base their marketing strategy on this point. Whether it’s the joy of trying a new Galaxy chocolate or the irresistible, sensually arousing fragrance of Axe, both brands create an involuntary connection through sensory experiences.
Perceptual Personality:
Every brand has its own perceptual personality, varying based on the target audience and the nature of the service or product offered. It can be humorous like TODO’s social media interactions, moderately formal yet youth-friendly like Nike, or highly formal like BBC or CNN to maintain news credibility.
