The Brand DNA are the main elements that makes a brand unique and stand out from its competitors.
It is very important for a brand to be identifiable by the customer. Even for everyday consumption goods people are ready to pay more for a brand. As an example: Many clients will buy Coca-Cola and not Pepsi even if it might taste the same.
This little study proves it:
Coke vs. Pepsi
In a study from the group of Read Montague published in 2004 in Neuron,[7] 67 people had their brains scanned while being given the "Pepsi Challenge", a blind taste test of Coca-Cola andPepsi. Half the subjects chose Pepsi, since Pepsi tended to produce a stronger response than Coke in their brain's ventromedial prefrontal cortex, a region thought to process feelings of reward. But when the subjects were told they were drinking Coke three-quarters said that Coke tasted better. Their brain activity had also changed. The lateral prefrontal cortex, an area of the brain that scientists say governs high-level cognitive powers, and the hippocampus, an area related to memory, were now being used, indicating that the consumers were thinking about Coke and relating it to memories and other impressions. The results demonstrated that Pepsi should have half the market share, but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand.
And for luxury goods, this is even more true.
Clients buy essentially the experience and the brand rather than the product in itself.
This is why a strong and clear identity is so valuable for luxury brands.
Left is Zara, Right is Balmain...
With fast fashion, high street brands copy high end brands in less than weeks.
Therefore, luxury brands need to give more than just a product.
Quality is also very important. What is sure is that style is not enough today.
Harrods has a strong brand DNA. Everyone knows Harrods. People could directly identify the logo and associate values to the brand.
Aucun commentaire:
Enregistrer un commentaire