Sabina’s Reviews > Lifestyle Brands: A Guide to Aspirational Marketing > Status Update

As suggested by
Aaker, you can identify this category of benefits if you can answer the question 'when I buy or use this brand I feel…’

the starting point of any strong brand is the fulfilment of a unique or distinctive promise, which is something that occurs when the products
especially
tend to be rather undifferentiated
category;

The Brand model talks attachment
about bonding as
an
that leads the
customer to exclude most of the other brands in its purchasing decisions.

The Customer-Based
Brand
Equity model
Source:
Keller (1993).

Keller suggests that the greater value is generated when a brand has a high Resonance, meaning that it is able to create, through the quality of the associations, special agreement with the customer that generates loyalty but also a sense of attachment, of active
and
engagement
community Recognition

We start with the famous model developed by Keller in 1993,6 according to which the Customer-Based Brand Equity
(CBBE) is the differential effect that brand awareness has on
consumer response to the brand's marketing efforts.
The
value of a brand, in this case,
(hire)
resides in the minds of consumers and is a function of the level of Knowledge of the brand itself.

the brand is simply the promise of a unique benefit to consumers, substantiated by rational and emotional elements.

the brand as the sum of all tangible and intangible and
Characteristics that make the offer unique.

'Your brand is formed primarily, not by what your company says about itself, but what the company does.’

Wolff Olins states that in a world dominated by competitiveness and where rational choices have become hard to make, brands represent reassurance, status, affiliation, helping individuals to define their identity and make better Choices.