Brand power can act on products, product power can also act on the brand, the existence of this phenomenon will always make some people confuse brand influence and product influence, if we think about how to build brand equity, then we might as well judge the difference between brand power and product power and how the interaction force is through some actual situations.
This article was written in winter, which is the peak season for the sale of warm clothes such as padded clothes and down jackets. Generally speaking, when we talk about "warmth", we are talking about the performance of the garment, such as fabric material, thermal insulation material, breathability ......And so on, these are indicators that are directly related to "warmth" and can be quantified and assessed, but when you buy a dress, the most important determining factor is really the functional parameters of the clothes in addition to "**affordable"?
It should be said that the current market competition of cotton clothing and down jackets tends to be "homogeneous", from the material to the warmth performance, the products of various enterprises are similar, this is because these winter clothing manufacturers are clothing enterprises rather than biological and chemical materials research enterprises, the raw materials they use are bought from others, and may even be bought from a supplier, so ......, to evaluate whether a down jacket is worth buying, when the product power is equal, the brand power that appeals to emotions will be revealed.
When people buy warm clothing, in addition to sheltering themselves from the cold, another more important factor is "looking good when they wear it", and in this scenario, the differences between various brands will become a reference for people's consumption. If you have a good figure, you can consider sports brands, which will make you look better;For those who need a lot of business occasions, you can consider fashion brands, which are neither too ostentatious nor informal;This kind of brand power expressed through emotion will act on the product to a considerable extent and become a plus point for the product.
There are many similar situations, such as a certain brand of shampoo, if you only consider it from the perspective of product positioning, then what kind of influence can it have?Anti-dandruff, black hair, smooth hair, fragrant ......At most, plus the cost performance is super high, I'm afraid there won't be anything, right?At a time when many similar products are impacting the market through such product power, those products that position their brand power as "using this shampoo is more likely to be favored by the opposite sex" are obviously easier to enter people's hearts in a subtle way, and thus will also lock the consumption of the target group through brand emotion.
From the perspective of brand emotion, the best reference model is the Apple mobile phone, because for the creation of brand emotion, the Apple mobile phone has a super brand power and can set a high anchor point in the minds of consumers, which makes many Apple users completely ignore the concept of "performance comparison at the same price" or "comparison with performance" when consuming.
People's consumption in the market will always rise in a pyramid shape, and the higher level of demand than "dress warmly" is "dress warm and beautiful";A higher level of demand than being well fed is the ...... of "being well-fed and delicate".By analogy, in fact, there is no absolutely fixed magnitude of consumer consumption on a certain product, emphasizing the occupation of the market through product power, it is easy to fall into the first war because of homogeneous competition, and the brand power of brand emotion will set up a new and higher anchor point in the hearts of consumers, so as to increase the sales unit price and profits.