Brand functions
Giep Franzen
For brand strategy development, it is necessary to have a clear insight into the functions that a brand has for customers.
Four important groups of brand functions can be distinguished:
The product representation function: Some brands are bought mainly because of the values of the product they are associated with. The value of the brand is largely determined by the perception of the degree to which the product meets consumers' expectations. Seven different categories of product values have been identified.
The symbolic function: These brands are used as a means of communication; their value...