The functions of a brand for consumers
• Brands play a role in terms of communication and identification.
They offer guidance, convey an expectation of quality and so offer help and support to those making purchase decisions.
Brands make it easier for consumers to interpret and digest information on products.
• The perceived purchasing risk is thus minimized, which in turn helps cultivate a trust-based relationship.
• A brand can also serve as a social business card, expressing membership in a certain group. Premium brands, for instance, can even engender a sense of distinction and prestige.
• Consuming certain brands is also a means of communicating certain
values.
By opting for particular brands, a consumer demonstrates that he or she embraces particular values; the brand becomes a tool of identity formation, one element in the “mosaic of the self.”
To wit: A brand can be said to function as a “corporate identity of the self-design.”
• Brands play a role in terms of communication and identification.
They offer guidance, convey an expectation of quality and so offer help and support to those making purchase decisions.
Brands make it easier for consumers to interpret and digest information on products.
• The perceived purchasing risk is thus minimized, which in turn helps cultivate a trust-based relationship.
• A brand can also serve as a social business card, expressing membership in a certain group. Premium brands, for instance, can even engender a sense of distinction and prestige.
• Consuming certain brands is also a means of communicating certain
values.
By opting for particular brands, a consumer demonstrates that he or she embraces particular values; the brand becomes a tool of identity formation, one element in the “mosaic of the self.”
To wit: A brand can be said to function as a “corporate identity of the self-design.”