Symbolic and Functional Positioning of Brands

• Main Authors: BHAT, Subodh, REDDY, Srinivas K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1998
• Subjects: Brand identity; Brand image; Brand names; Consumer behaviour; Product positioning; Product strategy; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2988
• Institution: Singapore Management University

Some brand strategists have distinguished between symbolic and functional brands, i.e. brands that basically satisfy consumers’ functional or product-related needs and brands bought to enhance self- or social esteem. It has been suggested that brands should be positioned as either functional or symb...