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Attribute: for those brands attribute it’s a physical characteristic.

Functional Benefits: Here what matters is the product performance (potential) and what benefits are attached to it

Emotional Experience: The kind of emotional response that the consumers will have towards the product (good/bad; happy/unhappy…).

Symbolism: Product sometimes becomes emblems of an era. They are often attached to a culture (time, space, nature, persons).

Conclusions

The author concludes that brands are not only performance and imagery but indeed they have emotional feelings attached to them. Also mature brands are important for the brand structure and that brand meaning (attribute, functional benefits, emotional experience, and symbolism) is an important part of these brands.

Main points of author’s agreement

The main points that the authors agree on is that the brand has an important role on the consumer relation with the product. The brand is not only a name, logo or something tangible; it is in fact a group of emotions and past experiences attached to it. The brands start making part of the consumers daily life, daily used… in fact they become part of the consumers. Brands are who consumers are, and consumers are what brands are.

Personal opinion

I do agree with both authors and I think that brands are an important part of consumer’s behavior. In most cases brand is what makes us differ a product from one and another, and we don’t mind paying a little extra cash for those branded products that we like so much, even if they are pretty much the same as other products. I agree with the authors and I also think that this is due to the emotional part involved between consumers and the brand, this may be caused by the benefits of the product, by our past experience with it, or even just because Cristiano Ronaldo uses it. I mean take my example, I’m a huge fan of BMW, sure it′s a great brand with lots of qualities like so many others have but I honestly think that I like it because I have always been surrounded with those cars, my mom had 3 of them and my dad had 2. I also love brands like Nike, Adidas or Puma, this is probably because I love sports specially football and all my favorite players use them. I also agree that brands are not merely images we see on TV or outdoor adds, I mean I’m sure all of us connect the music of Dandy Warhols 'Bohemian Like You” to Vodafone when we simply hear it on the radio without any image to connect to it, or a simple ye本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。