Most consumer goods and a large number of industrial goods require brand names. The brand name aids a consumer in rapid memory, essential for distinguishing similar-looking rival items. Choosing a specific brand name for the newly presented product is an important stage in the branding strategy. The family name and surname were frequently utilized in previous periods when the notion and practice of branding were considerably less established. Some of those, like Siemens or Ford, is still in operation.
The other popular strategy for branding was to refer to the company's product lines, such as General Motors and General Electricals. Companies invest significant resources in developing brand meaning through advertising, packaging, product design, and other brand-related activities. However, the meaning of a brand is not solely determined by the company's efforts; consumers also play a vital role in shaping and interpreting brand meaning.
There are different aspects of brand meaning making. They include a brand's values, purpose, and mission. Values are the core beliefs and principles that guide a brand's actions and decisions. They reflect what the brand stands for and what it is committed to. A brand's values provide a sense of purpose and direction and help build consumer trust and loyalty. For example, the values of Nike, the global sportswear giant, are to "inspire and innovate," "do the right thing," and "embrace diversity." These values are reflected in the brand's products, marketing campaigns, and corporate social responsibility initiatives.
A brand's purpose is its reason for being. It is the higher goal or mission it aspires to achieve beyond financial success. A brand's purpose provides a sense of meaning and inspiration for its employees and consumers, and it can be a powerful driver for growth and innovation. For example, the outdoor apparel company Patagonia aims to "use business to inspire and implement solutions to the environmental crisis." This purpose is reflected in the brand's products, supply chain practices, and advocacy for environmental causes.
A brand's mission is its specific objective or goal. It is the measurable outcome that it aims to achieve. A brand's mission provides focus and direction for its activities and helps to align the organization toward a common goal. For example, the mission of Airbnb, the online travel accommodation platform, is to "create a world where anyone can belong anywhere." This mission is reflected in the brand's user experience, community-building initiatives, and efforts to promote cultural exchange.
Consumer perspectives on brand meaning are shaped by their experiences with the brand. This includes everything from the quality of the product or service to the way the company interacts with its customers. Consumers also form opinions about a company's brand based on its reputation, social responsibility, and perceived values. For example, a consumer may choose to buy a product from a company with a reputation for being environmentally friendly or socially responsible. They may also choose a brand that aligns with their values or beliefs. Companies must, therefore, be mindful of the consumer perspective on their brand meaning. They must constantly work to create a positive perception of their brand by providing high-quality products and services and demonstrating social responsibility.
Storytelling is an effective tool for building brand meaning. Companies can use storytelling to convey their brand identity and values to consumers. This can be done through advertising, social media, and other marketing channels. For example, Coca-Cola's famous "Share a Coke" campaign used storytelling to connect with consumers personally. The campaign featured Coke bottles with people's names, encouraging consumers to share a Coke with friends and loved ones. This created a personal connection with the brand and reinforced the company's values of happiness, sharing, and togetherness.
Consumer-driven brand meaning is the idea that consumers significantly influence a brand's identity and meaning. Therefore, companies must be open to customer feedback and be willing to adapt their brand to meet their needs and expectations. For example, Netflix has built a loyal customer base by listening to their feedback and adapting its brand identity accordingly. The company started as a DVD rental service but has evolved into a streaming service that offers original content. This was in response to consumer demand for a more convenient and personalized viewing experience.
Brand identity is not static. It evolves through consumer interactions and changing market conditions. Brands that adapt to changing consumer needs and desires avoid losing relevance and market share. Consumers play a vital role in the evolution of brand identity. Their changing perceptions and expectations force brands to adapt and evolve. Brands that listen and respond to consumer needs are more likely to stay relevant and thrive in the market.
A brand identity crisis occurs when there is a mismatch between the brand's intended identity and consumer perceptions of the brand's identity. This crisis can occur for various reasons, such as negative publicity, product recalls, and consumer complaints. Brands must respond quickly and effectively to a brand identity crisis to prevent further damage to the brand's reputation. A brand identity crisis can also allow brands to re-evaluate and redefine their identity.
The evolving relationship between consumers and brands has significant implications for brand management. Brands must engage with their consumers to create a meaningful brand identity. This engagement requires deep understanding of consumer perceptions, opinions, and behaviors. Brands must also be willing to adapt and evolve to changing consumer needs and desires. Brands that listen to their consumers avoid losing relevance and market share.
Contrary brand meaning makers are consumers who challenge a brand's dominant or intended meanings and create alternative or opposing meanings. They interpret brand messages and experiences through their unique perspectives, values, and beliefs. Contrary brand meaning makers are not necessarily harmful or critical of a brand; they may have different views or expectations of what it represents. Brands that embrace and leverage contrary brand meaning-makers perspectives can create a more diverse, nuanced, and authentic brand identity that resonates with a broader range of consumers.
Brands that can anticipate and respond to the perspectives of contrary brand meaning makers can use their feedback to strengthen their brand identity and create more meaningful relationships with their customers. By engaging with contrary brand meaning-makers, brands can gain insights into their consumers' diverse needs and values, which can help them create more authentic and relevant brand messaging and experiences. Brands can also use the feedback from contrary brand meaning makers to identify areas where they need to improve or address concerns, which can enhance their reputation and credibility.
The Dove Campaign for Real Beauty exemplifies contrary brand meaning makers. When Dove launched its campaign in 2004, it aimed to challenge the narrow definition of beauty prevalent in the media. The campaign featured real women of all shapes, sizes, and colors, celebrating their natural beauty. However, some consumers perceived the campaign as hypocritical, as Dove is owned by Unilever, a company that also owns brands that promote traditional beauty standards. These consumers saw the campaign as a marketing ploy rather than a genuine effort to promote body positivity. The campaign sparked a debate among consumers about the authenticity of Dove's message and the brand's commitment to promoting natural beauty.
Another example is the Nike Colin Kaepernick campaign. In 2018, Nike launched an advertising campaign featuring Colin Kaepernick, a former NFL player at the center of controversy for kneeling during the national anthem to protest police brutality and racial inequality. The campaign was highly divisive, with some consumers supporting Nike's stance on social justice and others boycotting the brand for what they saw as disrespect for the flag and the military. Despite the controversy, the campaign succeeded for Nike, generating significant media attention, social media engagement, and sales.
Consumers have become contrary brand meaning makers, and their role in shaping and redefining brand identity cannot be ignored. Brands that engage with their consumers and create a meaningful brand identity that resonates with them are more likely to be successful in the market. Brands that listen to their consumers avoid losing relevance and market share.
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