Author Topic: Functional versus Emotional attributes of a brand  (Read 1375 times)

sally crocker

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Functional versus Emotional attributes of a brand
« on: March 02, 2014, 09:16:49 pm »
What's the difference between Functional and Emotional Attributes and how they can be presented for different types of brands?

When considering a creative theme, itís important to clearly understand the functional and emotional attributes of the brand and product.

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

Letís 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 peopleís 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 ó a need for a better shoe to run long distances.