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are transformed into virtual extensions of the consumers themselves.” …” if it is like me, then of course it is good” … So “if a brand is like you, it is going to take an enormous push to make you change. If you both love Google and it is like you, then how am I going to get you to use another search engine? In asking you to reject a love mark, I am not simply asking you to change the product. I am asking you to change part of yourself, to betray a friend” … as I wrote before and Kevin Roberts said “Loyalty behind reason”. Again here we can see that people do connect with brands as much as they connect with other people.

 

As conclusion the authors says that brands don’t only appeal to your emotional side, in fact they do become almost “human”, we classify them as “good”, “likable” even “happy”. Brands are part of our lives as much as our family and friends, and if you feel like this towards a brand than that relation, that bond, it will be a tuff thing to break.

 

Article 2 - “What do Brands mean”.

 

This second article attempts to “define brand meaning in the context of brands that are well-known and well-loved by consumers”. The brands are going to be analyzed in 4 dimensions: Attributes, performance, emotion and symbolism. To build a well know and solid brand, we need hard work and dedication on it and to do this it takes some time, it is not something that appears from night to day.

 

It is said that brand is mostly informational (attribute, benefit, image…) but consumers don’t only know facts about the brands in fact they live with them.

 

The author also talks about mature brands and he says that the consumers of those are loyal and sometimes in a large number and to those consumers the brands it’s not only a name, but in fact a collection of experiences, culture and emotions. In fact many of those consumers grow up surrounded with these brands which make them highly involved. And because consumers are already used and too involved with those mature brands it becomes hard to make changes on them. “Keller (1999) suggests that brand managers must have a long-term perspective and use brand reinforcement strategies to adapt to the changing marketplace overtime while remaining true to the brand’s core equities.”

 

Another important aspect that this author talks about is the relation between consumers and not so well known brands. In this cases where brands are not famous and have no feelings attach to them, what matters the most is the performance (attributes and benefits) of the consumable object. The “image” of those brands it’s formed through self experience and exposure to advertising or for exp. word-of-mouth.

 

Regarding not so well known brands/products there are 4 dimensions of brand meaning:

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