Brand in the Context of Integration of Needs, Motives and Emotions
Journal Title: Бізнес Інформ - Year 2014, Vol 5, Issue 0
Abstract
The article is devoted to the study of issues of creation and development of brands in the direction of mutual influence of such marketing categories as needs, motives and emotions. The author underlines and proves the dominating role of the said categories in building a relevant brand structure, taking into account availability of both material and mental components in it. The article studies and justifies the brand essence as an aggregate of rational, emotional and behavioural relations that are formed between the brand and consumer. It describes and analyses essence of primary and secondary needs of the consumer, which determine specific features of consumer choice and perception. It studies classification of consumer motives on the basis of their specificity and ambiguity of manifestations in real life. It studies the role and significance of emotions in building fundamental blocks of the brand and their connection with consumer needs and motives. It offers the brand structure on the basis of integration of all the said components and formulates relevant conclusions.
Authors and Affiliations
Olena Shevchenko
Keywords
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