Brand = x(emotion) + y(rationality)

Brand = x(emotion) + y(rationality)

Yallapu Sai Krishna Yallapu Sai Krishna

Yallapu Sai Krishna

Marketing Director - BW Top 40under40, Published Author, Certified ABMer, 2 Times WMC Awardee, Youtuber and CIM Member

发布日期: 2022年2月4日
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We all use the word "Brand" and still do we need to read and know what a Brand is?

We're just to oversimplify the word "Brand", not to redefine it.

The two basic attributes of an entity that stands as a brand are:

  1. Emotion
  2. Rationality


The right mix of Emotion and Rationality in its communication and experiences depends up on the various factors such as

  1. Product awareness
  2. Length of the buying cycle
  3. Stage of the customer in the buyer journey
  4. Value proposition of the product (such as buying convenience, promising experience, product positioning, Product cost, etc.)
  5. Product Life cycle


Despite understanding that the brand is made by creating delightful experiences, both emotionally and functionally. many assume the activities that manifest a brand is logo, name, packaging and few creative ads. Indeed, they are very much part of Branding, however they are just the tip of the iceberg. They alone cannot make a product or company a brand.

So next time, someone asks about evolving as a brand, suggest them these as well:

  • SWOT analysis & Competitor Analysis
  • Designing Buyer Personas & Customer Journey Map
  • Value Proposition designing


Wishing you a great Branding ahead... for more videos on Marketing, check out my Youtube channel: In Love With Marketing

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