Author Topic: Functional and Emotional Attributes of a Brand  (Read 2502 times)

sally crocker

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Functional and Emotional Attributes of a Brand
« on: December 10, 2013, 05:41:36 pm »
Did you know that a brand can have both functional and emotional attributes?  Here's how the two are explained in Fundamentals of Marketing:

"Functional attributes are the elements of function in the brand and its products — how they are used, what their purpose is.

Let’s use Nike to illustrate the concept. The functional attribute of the Nike brand is that the company (the brand) produces athletic gear of all types. The functional attribute of a Nike running shoe (the product) is that the shoe is used for running. Whether you are a casual runner or professional marathon racer, you use the shoe for the same purpose: running! If you consider any of the Nike products, every single one of them has a function.

Emotional attributes of the brand and products are additional elements created to engage the consumer on an emotional level. Emotional attributes are often contrived by the company in the marketing efforts, although they also sometimes develop out of people’s commitment to the brand and products.

Nike produced one of the first shoes designed specifically for distance running. Those committed runners who became loyal to the shoe did so because they felt that Nike had responded to a need they had — a need for a better shoe to run long distances."