TITLE OF JOURNAL: Symbolic and functional positioning of brands
BY: Subodh Bhat and Srinivas K. Reddy
SOURCE: Vol.15 No.1 1998 pp.32-43
Positioning a brand through a clear and consistent image-building campaign by marketers has been a basic of brand marketing practice. Park et al. (1986) proposes that “brand concept management (BCM) in which every brand image should be based on a brand concept or a brand-specific abstract meaning. In its general form, a brand concept can be either symbolic or functional, and thus comprises one aspect of a brand’s image.” Meanwhile, symbolic brands satisfy symbolic needs such as those for its status appeal, self-expression and prestige, and its practical usage is only incidental. On the other hand, functional brands satisfy immediate and practical needs. Once a concept is selected for a brand, Park et al. (1986) advises that “it should be maintained over the brand’s life for the sake of the consistency.
This journal article discusses the issues concerning whether symbolic and functionality are two distinct concepts or are two ends of one brand concept continuum. According to this journal article, study has been examined to illuminate and assess these issues. In addition, this study has been developed to investigate the phenomenon of the symbolism or functionality of brand image and to set up scales that would help to assess whether a particular brand is symbolic or functional. An understanding of such issues raised in this study would be very useful to marketing managers and directors for their brand positioning.
This is the first exploratory study but not empirical research to examine the concepts of brand. The result of this study provide some evidence that symbolic and functionality are two distinct concepts however not really two ends of one brand concept continuum. In addition, this study suggests that it is possible for consumers to views and for marketers to have brands which have both symbolic and functional meanings. Moreover, there was also evidence showed that brand symbolism is a multidimensional concept and may comprise two or more sub dimensions that showed wide differences for the symbolic brands in the study.
Park et al. (1986) recommended that “brand be positioned as either symbolic or functional to avoid consumer confusion and reduce the number of competitors, it seems that companies can position a brand to have several brand concepts and still have it widely accepted.” On the other hand, please take note that, those marketers who are wishing to brand their products with multiple concepts, yet, that conveying multiple association s can be quite complicated. If the association is representing the different brand concepts do not fit well, the resulting consumer confusion which can result in a brand being perceived as neither symbolic or functional and therefore not really useful to consumers.
BY: Subodh Bhat and Srinivas K. Reddy
SOURCE: Vol.15 No.1 1998 pp.32-43
Positioning a brand through a clear and consistent image-building campaign by marketers has been a basic of brand marketing practice. Park et al. (1986) proposes that “brand concept management (BCM) in which every brand image should be based on a brand concept or a brand-specific abstract meaning. In its general form, a brand concept can be either symbolic or functional, and thus comprises one aspect of a brand’s image.” Meanwhile, symbolic brands satisfy symbolic needs such as those for its status appeal, self-expression and prestige, and its practical usage is only incidental. On the other hand, functional brands satisfy immediate and practical needs. Once a concept is selected for a brand, Park et al. (1986) advises that “it should be maintained over the brand’s life for the sake of the consistency.
This journal article discusses the issues concerning whether symbolic and functionality are two distinct concepts or are two ends of one brand concept continuum. According to this journal article, study has been examined to illuminate and assess these issues. In addition, this study has been developed to investigate the phenomenon of the symbolism or functionality of brand image and to set up scales that would help to assess whether a particular brand is symbolic or functional. An understanding of such issues raised in this study would be very useful to marketing managers and directors for their brand positioning.
This is the first exploratory study but not empirical research to examine the concepts of brand. The result of this study provide some evidence that symbolic and functionality are two distinct concepts however not really two ends of one brand concept continuum. In addition, this study suggests that it is possible for consumers to views and for marketers to have brands which have both symbolic and functional meanings. Moreover, there was also evidence showed that brand symbolism is a multidimensional concept and may comprise two or more sub dimensions that showed wide differences for the symbolic brands in the study.
Park et al. (1986) recommended that “brand be positioned as either symbolic or functional to avoid consumer confusion and reduce the number of competitors, it seems that companies can position a brand to have several brand concepts and still have it widely accepted.” On the other hand, please take note that, those marketers who are wishing to brand their products with multiple concepts, yet, that conveying multiple association s can be quite complicated. If the association is representing the different brand concepts do not fit well, the resulting consumer confusion which can result in a brand being perceived as neither symbolic or functional and therefore not really useful to consumers.
Based on the study that had done, I think it is not adequate to the assessment of the relationship between symbolic and functionality as it only used two brands in five different product categories. As I think again, replication with other brands and other product categories may be useful in generalizing the findings of this study. Besides, I personally hope that further empirical research will be developed and examined these related issues. In addition, I suggest that future research can assess the relationship between brand symbolic and functionality, and other popular dependent variables such as brand attitude, purchase intentions and behavior. An understanding of such issues would be very useful to marketing directors and managers in planning positioning strategies for their brands.
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