The functional dimension is the product’s attributes and benefits or the tangible properties while the symbolic dimensions are the intangible aspects of the brand. A marketer can combine these two elements to create the ‘right’ appeal for customers. In consumer behavior the rational and emotional perspectives are two models that explain how consumers make purchase decisions. Successful branding, therefore, depends on combining the rational and emotional components of a brand in a manner that it becomes consistent with the consumer’s frame of mind.

Advertisement

 

Functional brand

 

Here, the functional dimension of the brand is far more visible and appealing than the emotional or symbolic dimension.

 

For instance, buying of a painkiller would be by and large a rational, left brain driven activity. What implications does one have for marketers of Aspirin, Aspro, Anacin? Here the brand should be functions driven. That is, the brand essence should revolve around ‘reasons’ demonstrating product superiority in terms of its ingredients and efficiency of its pain relieving process (e.g., the product “dissolves faster in water” and therefore, “relieves pain faster.”

 

Symbolic brand

 

Here, the symbolic or emotional dimension is more prevalent than the functional dimension. The decisions would be based on more of the emotional aspect than that of rational aspect.

In the circumstances where consumer buying is emotions driven, the brand must accordingly focus on symbolic or emotional aspects.

 

For.e.g. While buying greeting cards, chocolates, toys, apparels, etc. the brands competing in this category need to capture the heart of the customer. The brand must be emotions dominated in order to be consistent with the consumer’s state of mind.

 

Advertisement
The following two tabs change content below.
We, at BMS.co.in, believe in sharing knowledge and giving quality information to our BMS students. We are here to provide and update you with every details required by you BMSites! If you want to join us, please mail to [email protected]
10 Comments

Leave a reply

BMS.co.in is aimed at revolutionising Bachelors in Management Studies education, also known as BMS for students appearing for BMS exams across all states of India. We provide free study material, 100s of tutorials with worked examples, past papers, tips, tricks for BMS exams, we are creating a digital learning library.

Disclaimer: We are not affiliated with any university or government body in anyway.

©2020 BMS - Bachelor of Management Studies Community 

A Management Paradise Venture

Ask Us On WhatsApp
or

Log in with your credentials

or    

Forgot your details?

or

Create Account