“Brand is not a product, that’s for sure; it’s not one item. It’s an idea, it’s a theory, it’s a meaning, and it’s how you carry yourself. It’s aspirational, it’s inspirational”- Kevin Plank.
“Oh, how I wish I could afford an Apple MacBook!”
Are you asking for too much? Probably not. It is essential to desire something to achieve it one day. This is what is known as Aspirational Branding. It is significant to create a desire amongst the customers to generate an emotional response in them.
Have you ever wondered what made Apple, Samsung, Audi, and Armani such popular brands? What strategies did they adapt to be unique from the rest? Why is there such a craze among the millennials regarding these brands?
These are the brands that have become successful in inspiring customers. So, what have they done to make the consumers crazy about their product?
Shhh! The secret lies in the aspirational brand strategy.
In this blog I am going to discuss the following:
Let us know everything about aspirational branding.
When it comes to consumer marketing, an aspirational brand or a product is something that people aspire to own someday when there is a rise in their income.
To put it simply, several potential customers find numerous brands to be attractive. Their excitement lowers down as they see the prices. Over the years, owning commodities of an aspirational brand has become a wealth symbol. When the audience aspires to own specific products manufactured by the brands of choice, it is known as an aspirational audience.
An aspirational product or a brand always has a perfect design, is capable of superior performance, sets social status and creates a brand identity.
For example, A notable example of successful aspirational branding is that of Raymond. The main protagonist is presented as a successful man. A Raymond man is a complete man, something that every alpha male aspires to be.
Now, you have got a comprehensive idea of an aspirational brand or product. Let’s try to figure out the successful strategies of aspirational branding:
Aspirational brand strategy is concerned with creating the dream and generating emotional reactions that are positive.
Aspirational branding works only when the companies are able to create a powerful reputation of quality, fashion, or features of a product. One can implement the following strategies to develop a strong and powerful aspirational branding:
These are some of the effective strategies to promote aspirational brands among customers to stir a desire in them.
Now, let us understand what is the brand strategy.
Brand strategy is also referred to as brand positioning or brand positioning strategy. It is a formal plan used by a business to create a specific and unique image in the minds of the customers. It is an initiative taken to attract customers potentially.
On creating a successful brand strategy, people will be able to identify the brand without being informed about who the company is and what do they do. It is essential to understand the following marketing components to develop a great branding strategy:
Having a comprehensive understanding of the components will make it easier to draft a successful branding strategy.
Coca-Cola is a classic example of a successful branding strategy. In 1886, it started as a syrup mixed with carbonated water. It was sold at soda-fountains in South America. Now, it has become a global product, a multibillion-dollar brand. After the formula was invented, one of the original business partners suggested the name and the design that Coca-Cola still uses today. To build new potential customers, it started out handing free coupons for a free sample. It started beginning its own bottling operation to make the competitors lose. At the same time, it also expanded its distribution network. Throughout the 20th century, it underwent a series of evolutions. Now, it has become one of the most successful soft drink brands due to its successful branding strategy operation.
If you are curious and want to know more about aspirational branding, there are numerous books available in the market. Some of the famous books are as follows:
These are some of the books that will help you to develop a comprehensive understanding of aspirational branding.
To understand some classic cases of aspirational branding, it is essential to learn the difference between aspirational and inspirational marketing. To create successful branding strategies, we must understand the target audience. Inspirational marketing is to attract the audience who needs to be inspired with relevant messages.
Let’s look at the examples:
By now, you must have got a comprehensive idea of the aspirational brand strategy. Summarise your understandings, implement the strategies and create an aspiration marketing campaign to promote luxurious brands.
Aspire the masses!
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