A blogpost in drewsmarketingminute.com states “for your brand to be effective, sticky and enduring — it has to be about what matters to your consumers”. For example, if consumers do not care about green products, they will not buy the products and leading them to not care about the brand of the green products. This applies that in order to have a good brand, the characteristics of the brand must be based on how the consumers value the products. There are three brand characteristics which are brand personality, status and equity. Apple Inc. is very good at branding its products by focusing its consumers’ value and creates the characteristics for its brand. Apple uses the terms innovative, imagination and design as its brand personality because they know that a lot of people value innovation and imagination. Apple has a higher-status brand than its other competitors because it knows that majority of its consumers value the personality of the Apple’s brand itself. Its brand equity is also high as the prices of its products are slightly higher than other brands. Thus, it is very important for a company to create their brand characteristics based on their future and current consumers’ interests instead of their own interests. The brands that are based on their consumers’ values usually has great consumers loyalty and results to higher product sales as the brands will come first in the consumers’ minds when they are thinking of buying the particular products.
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