engleski

Brandsphere : expected value vs cognition value

The term brand was long observed as a static segment of a product which, with its integration of image and symbol, surpasses the contemporary, postmodern understanding of brand as a phenotype. Brand, as a phenomenological matrix, is viewed through 4-D, with a special consideration of a perceptive creation. According to the 4-d model, the perceptive creation of a brand (Brand Mind Space), includes the functional, social, spiritual and mental dimensions, in which case, the the social and the mental dimensions contradict the theoretical approach, the so-called vertical marketing (Kotler & Keller ; 2007). In such a disproportion, the social dimension, according to the theory of social validation (Sznajd-Weron ; 2005, 2537-2547), leads the theory of the overall efficacy into a paradox of consumers’ desires. According to the modern neuromarketing indicators (Renvoise &Morin ; 2005), brand reaches out beyond the definiton of a product and its extended content is no more than the very essence of a product. The never-ending updating on the consumers’ needs is an integral part of marketing (Vranešević ; 2000, 81). Desires differ from needs in that they are far more relevant for, it is through those desires that the neuromarketing adds the positive value to the very essence of a product. Irrespective of the Maslow’s hierarchy or Murray’s classificaton of needs, the modern marketing accentuates the importance of the expected and cognition value. The expected value, as consumers’ understanding of a certain brand, is based on a dichotomy of a subjective value and a general value. However, the very comrehension as such, in a way, becomes a phenomenological category which behaves as a ’living organism’. Emotional branding (Gobe ; 2001) highlights consumers’ sensitivity and the role of the limbic concept when choosing a brand. A brand with a firm place in consumers’ conscience can play a significant role regarding the expected value.

brand; brandsphere; brand essence; emotioanl branding; customer

EBSCOhost, RePEc, EconPapers, Socionet