Each brand has specific attributes, functional or emotional associations assigned to it by customers. Brand identity is a kind of long-term promise to consumers. Out of two similar products on a shelf, a person is more likely to choose the one that is well-known and correctly positioned (Hameide, 2011). It coincides in the consumer’s mind with those qualities that the product should possess and the emotions that it should evoke.
One of my favorite apparel or accessories brands is Zara, which has long been known for its high quality, which, together with an affordable price, makes it even more attractive. Despite its popularity, the brand is affordable for most consumers (Okonkwo, 2016). This is precisely one of the most important principles of its rational value. At Zara, people can always find clothes that fully correspond to the latest fashion trends. Constant updating of items always warms up consumers’ interest and helps the brand to remain in demand and popular with millions of customers on all continents.
The emotional values of Zara include the attributes of a strong brand. When consumers experience simplicity at every point of contact, it builds deep trust. For many years, Zara has been one of the simplest and most comfortable brands. In its inviting environment, people can listen to pleasant music and get help from young, fashionable consultants. Zara has assembled an excellent team of specialists who are fully focused on offering their customers original and stylish clothes and accessories (Okonkwo, 2016). The success of this brand is built on the ability to give consumers what they want in a highly competitive sector.
When I choose a brand, I first pay attention to its characteristics, and then, to its emotional values. Thus, one of the manufacturer’s tasks is to endow the product with certain rational and emotional characteristics, which together should create the correct positioning of the product. No brand will be successful without a meaningful mission and unique values for a consumer. Without them, it is uncomplicated, uninteresting, and devoid of any attractiveness to the target audience.
References
Hameide, K. K. (2011). Fashion branding unraveled. Fairchild Books.
Okonkwo, U. (2016). Luxury fashion branding: Trends, tactics, techniques. Springer.