By Claudia Perez Riva | September 10, 2024
My dear small and medium-sized business owners, today we will be discussing the power that emanates from the connection between two fundamental elements of marketing: Brand and product.
Let’s recap some concepts before we start
A product is that merchandise, service, or idea that can be offered to the market to satisfy a desire or a need.On the other hand, the brand allows us to distinguish one product from another and provides information about the quality of the product or emotional connections. If we go a little further, we can say that Brand equity is the value a brand adds or subtracts from the product or the organization.
Based on these concepts, we can say that the relationship that exists between product and brand is extremely relevant in the world of marketing, as it refers to how a product, beyond fulfilling a function for the consumer, reinforces the identity and value of the brand in the public’s mind. In this same sense, the brand influences the perception the consumer has of the product. Therefore, we are talking about a bidirectional relationship that lays the foundation for creating loyalty and commercial success.
And you, my dear readers, may ask:
What factors influence the creation of this strong relationship between brand and product? How can we create that solid relationship I need for my company or business?
Among the factors that influence the creation of this strong relationship, we can identify the following:
Coherence: This is the logical and sustained link between product, identity and brand values. It’s the consistent communication of my product across various social networks that allows the product to align with the brand.
Quality: If our quality is consistent, our brand gains a reputation and builds trust. It is important to meet our consumers’ expectations.
Innovation: It reflects the creativity, flexibility, and adaptability of the products offered by the brand.
Emotional Connection: Brands create strong emotional connections with their consumers through their products, which generates loyalty and identification.(To learn more about emotional branding, how brands create emotional connections, and its role in consumer behavior, I invite you to read my co branding article: The Game of Emotions).
User Experience: In most cases, people tend to use references and take into account the opinions of groups or individuals when making purchases. Therefore, having good references for our products, contributes to consumers associating those attributes with the brand.
It is very valuable to pay attention to those opinions and reviews from consumers because it allows us to make adjustments to our products and strengthen the relationship with our audience.
Theory Seen Through the Lens of Examples
So, my dear readers, we arrive at my favorite section of this weekly column, where we see how this entire conceptual apparatus reflects in everyday life.
Let’s start with Starbucks. This brand is an example I always bring up, because I love coffee, and as an additional fact, I tell you that I am, of course, part of the brand’s loyalty group. The Starbucks brand is known for its star product: “coffee.” In addition to coffee, Starbucks offers other products like tea, sweets, and sandwiches.
However, it is the coffee that distinguishes Starbucks—a premium coffee that is constantly reinvented with new flavors and product combinations, some of which are served only seasonally, like the “Pumpkin Spice Latte” in the fall.
Starbucks has created a unique experience around a generic product, which is coffee. The store atmosphere, personalized service (writing your name on the cup), and its focus on the “coffee” experience strengthen the brand’s perception. Starbucks, beyond being associated with the idea of a beverage, is a symbol of status and lifestyle—a lifestyle associated with relaxation, creativity, and social interaction.
Let’s look at the case of Red Bull. Beyond being an energy drink, this brand is associated with extreme sports, adventure, and performance. The drink is the brand’s cornerstone, but Red Bull expands its influence by creating events and sponsoring sports competitions, amplifying the product’s impact on the brand’s perception. The drink and the brand blend, and when we talk about Red Bull, I’m sure you think of that dynamic and adventurous lifestyle. Its famous slogan “Red Bull gives you wings” surely suggests, my dear reader, that image and the strength that drives people to reach their full potential.
Finally, we can cite the example of Harley-Davidson, which has built a strong brand based on values such as freedom, the rebellious spirit, and brotherhood. The star product is, of course, the motorcycle, but beyond the product, there is a symbolism that unites a market segment—a community of customers who identify with the adventurous
lifestyle and philosophy of life that the brand and product represent.
At this point, when we talk about community, the concept of Seth Godin’s “tribes” comes to mind. Although it’s not a topic I will discuss specifically in today’s post, it’s a subject I would like to explore with you in one of our upcoming weekly meetings.
So, how could we summarize the importance of the strong relationship between brand and product for long-term success?
If there is a strong bidirectional relationship between brand and product, consumer loyalty is greater; in other words, it strengthens, especially when consumers feel that the brand and product meet or exceed their expectations. This solid relationship allows our products to stand out in the market, especially when there is an oversupply. A strong brand can allow itself higher prices because consumers are willing to pay more for quality or the experience associated with the product and the brand. All of the above is intrinsically related to the concepts we started this post with: Brand, product, and Brand equity.
That’s it for today, my dear readers. I invite you to meet again next week to continue discussing the wonderful world of marketing. I leave you with this question: How can your emerging brands build a solid relationship with your products to compete in today’s market dominated by large brands?