subject: We thirst for brands! [print this page] We thirst for brands! We thirst for brands!
Developments have shown that consumers in both Norway and other countries with good drinking water in the taps still like to pay for something they really could get almost for free from their local water works. Have we got water in the head and we started to behave completely insane, or is it a good enough explanation?
Branding
Several laboratory tests / studies have documented that water from Norwegian waterworks is both cleaner and better than the water we go home on the bottle. There is therefore no immediate rational explanation for why so many consumers buy bottled water.
The explanation should perhaps be sought in that people do not respond only rationally but also emotionally, when you make a purchase decision. This is common sense, and the price is no longer the deciding factors, but the emotional bond that can be created for the product - and then we can talk about good branding.
Brands provides security
Was originally a product's brand value reflects the confidence sought by consumer purchases. The old slogan for Tuborg Green: "Tuborg tastes best - every time said that it is safe to enjoy the same taste every time. Brand Loyalty started so often that the consumer had a preference for a product based on objective criteria. The product was labeled the consumer's guarantee that she got what she expected - every time - safety.
From product to brand
Trademark value is not just that the product has the same high quality from time to time. Tuborg produces not only beer but also the image. Tuborg of not only thirsty, it also has a universe where consumers will find it attractive to be a part of. One can say that production has been a sideshow compared to the market.
Spring water producers have succeeded in adding the water a value beyond the core product - a value that the consumer can relate to and find attractive, and therefore are willing to pay extra for. Water has been interesting for consumers, which is the prerequisite for building brands as a brand has just been marked by a person.
A product is thus not automatically lead to a brand status because they use a lot of marketing. If the consumer responds with indifference and uintresse it is just a product and not a "must have it, just gotta have it".
You are what you buy
Most people want to be perceived by their surroundings in a certain way. Once purchased brands, acquired not only an object of consumption, but also a product that helps to build or maintain a desired identity. There is an expectation that the use of the trademark will have ripple effect. Product express our desired lifestyle.
The choice of clothing, music, books, furniture, food, beve
