Page 230 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Brand Development and Brand Strategy 199

In Aaker’s brand identity model illustrated in Fig. 8.3, three kinds of benefits
are listed: functional, emotional, and self-expression. For each brand, the
benefits that are offered will be different. Aaker (1996) calls this the value
proposition. Specifically, a brand value proposition is a statement of the
functional, emotional, and self-expressive benefits delivered by the brand
that provide value to the customer. An effective value proposition should
lead to a brand-customer relationship and drive purchase decisions.

The concepts of functional, emotional, and self-expressive benefits are
explained as follows:
1. Functional benefits: Functional benefits are the aggregated product
functions that a product provides to customers. The functional benefits of
a car include movement from point A to B, change of directions and
speed, a nice driving environment, and styling. Besides some must-have
functions, a brand often provides some functional benefits that are special
features. For example, Volvo is featured by its safety and durability,
7-Eleven is featured by its convenience, and Nordstrom is featured by its
customer service. Functional benefit is important; if a brand can
dominate a key functional benefit for which the customers really care, it
can dominate its product class. The challenge is to select functional
benefits that will “ring the bell” with customers. Just delivering this
functional benefit is not enough though; customers buy products based
on perceived quality and perceived functional superiority. Convincing
customers that the brand is truly the leader in a key functional area might
be more challenging than delivering these key functional benefits.
2. Emotional benefits: When purchasing or using a particular brand
gives customers a positive feeling, that brand is providing them with
an emotional benefit. For example, you feel safe when you drive a
Volvo and you feel important when you shop at Nordstrom. The strong
brand value proposition often includes an emotional benefit, on top of
functional benefits. If a brand only has functional benefits, it is vul-
nerable, because if a low-cost producer can duplicate the same
functional benefits, the price of the brand product must be lowered or
it will be priced out of the market. Emotional benefits are more
complex and much more difficult to copy. They are intertwined with
functional benefits. Therefore it is important to study the relationship
between functional attributes and emotional benefits.
3. Self-expressive benefit: Some customers use brands to show
themselves off. We call this the self-expressive benefit. For example,
some youngsters buy fashions from the Gap to show off themselves;
likewise, a successful businessperson might drive a Lincoln, Lexus, or
Mercedes Benz.