CORPORATE ADVANTAGE – BRAND APPEAL
DOI:
https://doi.org/10.59417/nir.2019.15.55Keywords:
brand, consumer, perception, motivation, marketingAbstract
Real and successful brands have great attractive power on the market. They are a real magnet for targeted groups of customers and consumers. By the character of expressing the attractive power of the brand, we can distinguish two of their categories – brands that exhibit functional attractiveness and brands that have associative appeal.
Brands with functional appeal are based on technological and innovative superiority. The comparative advantages of these brands lie in their functional performances. The comparative advantages are tangible, visible and objectively provable. Marketing is predominantly based on technological innovation and alignment with research and development activities. These brands represent creative and well-designed forms of satisfying new human needs and consumer preferences.
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