Brand Product Continuum: Four Types Of Brand Product Relationship

Product center?

Brand center?

What is the relationship between brand and product?

What are the similarities and differences between brands and products?

How are brands and products interrelated and interrelated?

How do customers perceive the relationship between brand and product?

How does a company look at the relationship between brand and product?

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There is not much consensus on the nature of the brand.

Some people think that the essence of a brand is a product, just a product with quality or characteristic. The brand can not exist independently from the product. The customer always knows the brand through product. Brand management must take the product as the core and foundation, and no product has no brand name. In short, the product is the first brand second.

Some people think that brand essence is not a product, but a cognitive state of customers' mind. It is a cross between customer expectation and enterprise providing. Brand can exist alone rather than product. Customers tend to accept products through brand. Brand management must be centered on value rather than carrier. Products without brand are just commodities. In a word, brand is the first product second.

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This dispute over the basic relationship between brand and product is not to be underestimated. The difference in basic position will lead to great divergence in brand building and management practice.

First of all, there is a difference between the introduction of brand strategy, such as "no brand sales" and "brand sales", the conflict between enterprises and channel partners, the contradiction between internal production departments and marketing departments.

Secondly, in the divergence of brand equity, the "product centered theory" regards the market share and the advantage of new products as the core of brand equity. The "brand center theory" believes that relevance and value association are the most needed brand assets, which is the fundamental difference between the strong brand and the disadvantaged brand, and the fundamental difference between the excellent brand strategy and the mediocre brand strategy.

Finally, it shows the differences in brand portfolio management. On the one hand, the opinion is that brand combination is product combination, and management method is naturally a mode. On the other hand, opinion is that brand combination is not product combination, besides brand, it also includes company brand, technology brand, service brand and background brand. Besides independent brand, it also includes joint brand, authorized element brand, etc. brand portfolio management is very different from product portfolio management.

Brand and product are a continuum of relationship.

In fact, whether the brand belongs to the product or the brand is separated from the product, it is only a tip of the iceberg between the brand and the product. It is far from being able to uncover the veil of the complex symbiotic relationship between the brand and the product. It is only a limited field of view seen from the limited perspective. It is partly correct, but it is incorrect in the overall sense.

Such a one-sided phenomenon is like the story of a blind man who feels like a nose. A person who touches his nose says that a person who looks like his nose and touches his ears is like an ear. Although the elephant does have a nose and ears, it does not mean, after all, that it is like a nose and elephant ears.

Arguments can be stopped.

The relationship between brand and product is a continuum from a comprehensive perspective. At the end of a continuum, from the beginning of pure product, the components of the brand continue to increase, and the products from a number of intermediate states extend to the other end, or from the end of the pure brand, the components of the product continue to increase to the other end of the pure product through a number of intermediate states.

This method of positioning the relationship between different brands and products is called continuous spectrum of brand products. It completely breaks the simple argument and narrow vision of brand product relationship. It provides a broad space for a deeper understanding and understanding of the essence of brand, and can help to conceive a more flexible and targeted brand strategy.

The continuous spectrum of brand products includes 4 basic brand product relationships: pure products; big products and small cards; big brands; pure brands.