Содержание
GAD’S 4D BRANDING: DIMENSIONS OF BRAND
Thomas Gad invented his four-dimensional model, called 4D branding (D — dimensions) for the construction and analysis effectiveness of the brand. It can be used to create a new brand or to assess existing ones. In fact, this model of four dimensions allows companies to develop their own unique brand code, mental field of the brand, which will be relayed to consumers. Focusing on some of them, producers can activate the appropriate sphere of human existence.
1.1. Functional dimension.
The first of the four is functional dimension. Often a need for the development of the brand begins with the unique goods or service production and the benefits that it creates for the consumer. It is the foundation of the brand. This is perceived usefulness, isn’t necessarily the real use which an inventor or engineer meant but the one that the consumer directly perceives.
Everything is related to the physical quality, taste, style and efficiency falls in the functional category. The value of functional measurement depends on the brand’s position on the curve of its life cycle. The closer to the beginning the more important functional characteristics for the determination of the brand.
The functional dimension describes the unique characteristics of a product due to the perception of the product’s usefulness associated with the brand.
An example of such positioning can be Nokia Company. At some point the company decided to focus on the user-friendly interface, simple menu which each person could understand. Nokia has actually become associating with easiness of use by emphasizing one of the functions of their product.
1.2. Social dimension.
In the social dimension a trademark or logo is transformed into a symbol of the sect which ideally creates the brand. The brand often creates a cult around itself and becomes a sign of social distinction from the point of the social dimension’s view.
The vehicle of the symbol is easily recognizable and openly accepted by other members of the sect. If you see the running man with the same brand’s badge on the jacket or someone emerging from the same car as yours, you will feel that connection between you and that person.
The social dimension deals with the experience of the consumer as a user and shows opportunity to identify themselves as a member of a certain social group.
So initiative «I love Ukraine» from the Ukrainian mobile operator «Kyivstar» forming the Patriotic movement under the slogan «Share your love to Ukraine» and made the image of the national company that cares about the country
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INTRODUCTION
Branding is what turns common commodity to a well-known brand that has a value. And the consumers are willing to pay money for that value.
Brand in the era of changes isn’t only economic system but also philosophical and concerning the human and cultural values.
A piece of history. There were just soft drinks before Coca-Cola. There was just chocolate (and before chocolate just sweets) before Godiva. There was just coffee before Starbucks. There were just running shoes or athletic shoes Before Nike. But there was hidden undefined needs and desire «to be among the best, beat the rest». It was a real need that Nike has granted. That's why people buy Nike. They don’t just buy running shoes. They buy an emotional connection between themselves and the leading athletes promoting this product during competitions. This connection allows them to feel like winners.
Chanel offers the best perfume in their advertising campaign. But in fact it offers to fulfill the desire to feel attractive and to smell attractive. It satisfies the needs to be liked and to be admired.
Ragu doesn’t sell just sauce for spaghetti. It sells convenience and comfort in a world where we often have to cope with the discomfort. The same can be said about Kellogg's, specializing in cereals. Gourmet sauces are also convenience, presented by phrase: «the ease which admits of no compromise in the quality and taste».
Список использованной литературы
1. 4D Branding: Cracking the Corporate Code of the Network Economy. Thomas Gad
2. URL: http://www.visa.com.ru/ru/ru-ru/index.shtml — Official website of Visa company.
4. URL: http://www.nokia.com/ru_int – Official website of Nokia company.
5. URL: https://kyivstar.ua/uk/mm – Official website of Kievstar company.
6. URL: https://www.rolls-roycemotorcars.com/en-GB/home.html – Official website of Rolls-Royce company.
7. URL: http://www.morshinska.ua/– Official website of Morshinska water company.