Understanding How Brands Appeal To The Consumers

Consumer products normally employ a combination of appeals

. But in their positioning and presentation, they are usually led by one primary appeal. So, because some brands focus more on one type of appeal and some on another, we need more than one model to understand how new brands can be successful.

Rational Appeals. It is sometimes said that man is a rational animal and certainly there are many rational brands on sale. For years now Procter and Gambles huge businesses on tangible points of difference are demonstrated in a logical way. These are rational brands- Crest helps prevent cavities; Tide washes whiter; Bounce is more convenient because you do not have to rush for the rinse cycle.

And rational appeals also crop up in other markets: the appeal of low tar or mild cigarettes is fundamentally rational as that of the appeal of low calorie tonic water, lead-free petrol, and disposable lighters. With some printing business, some appeal to be rational by creating multi-functional pocket folders, custom folders, binders and etc. Some pocket folder printing business creates 2-in-1 or wallet size pocket folders that are very much appealing to the buyers.

Sensational Appeals. Virtually all food brands appeal to the senses. For many, it is the primary appeal which the brand has to make. If the Ketchup did not taste so good there would be little reason to buy it. Freshen-Up, a liquid centre gum in the United States, offers a distinct sensation in the mouth with its mint center. However, Pringles, the formed potato crisp, based on surveys made little appeal to the senses- its flavor was remorselessly bland, unvarying and predictable; its shape and texture uniform. Consumers like Pringles, but not enough. It failed to set the snack food market on fire. But sensation-based brands are not limited to foods. Pear soaps in the United Kingdom employ a sensation-based point of difference with its highly distinctive fragrance.

Emotional Appeals. We react to the world with more than logic. We react with emotion. We make value judgments and become deeply committed to or against something. New York Life, an insurance company, creates an emotional aura around the insurance it sells. We see the values we cherish- family, children, future financial security. And they hold up for approval. Virtually everyone in the target audience endorses these values and feels to some extent committed to the same aims as the advertiser. Contrast this with the advertising for Cointreau Liqeur- with an overt yet restrained sexuality reinforces the sensual properties of the brand; while the light-hearted fantasy prevents any embarrassment among the essentially middle-class target audience.

Intuitive Appeals. We react to the world with intuition in even more ways than with sensation, logic and emotion. Much of what we do is intuitive. It is the skill that aids judgment. And without intuition, none of us would hire a secretary, choose a restaurant for dinner, or even to find a path through a maze of apparently conflicting information. Somehow, we just know that we should be following a certain direction. There are lots of intuitive brands which we know instinctively are brands for people like us; brands which fit our lifestyles. Intuitive brands are the stuff of every day. They help us convey something about ourselves to the world at large. Intuitive brands are different from the emotion-led brands which stir us and touch a chord that moves us deeply.

Knowing those four appeals, you can then identify what is best for your company to create a brand that is truly appealing to your target audience.

by: Kaitlyn Miller

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