Branding is the image that is conceived in the minds of consumers. It can further be described as a unique characteristic that has been developed with time to differentiate products from its competitors. Furthermore, branding is also defined as a sign, name, symbol, design or a combination with an intention of identifying goods or services of a seller and to differentiate them from the competitors. Hence, a brand is a service or product that adds different dimensions to a product that satisfies the same needs. In most cases, the differences are rational, functional or emotional in nature. Brand concepts must be able to address the lifestyles and interests of customers. In a bid to understand how different corporations develop their brands, various brand theories are in most cases adopted. Majority of them put into perspective the economic, cultural, community, consumer-based, relational and personality dimensions before finally coming up with a brand image (Lerman, Morais and Luna, 2015, p. 56). However, the psychological aspect has become important over the years because it strives to establish the perspective of the consumer. The paper addresses two psychology theories that have been adopted by brand strategists over the years. Furthermore, the paper evaluates the effectiveness or ineffectiveness of the theory and uses examples to support the arguments.
The Self-Concept Theory
Self-concept is the attitude held by a person towards themselves. The theory of self-concept has been used over the years to explain brand development as well as consumer behavior (de Chernatonyi and de Mello, 1995, p. 122). Among the underlying assumptions of the self-concept theory is that consumers are focused on enhancing and maintaining self-concept. Due to the fact that brands are composed of psychological and social features, consumers use them to deduce meanings (Pichere, Robert and Cadiat, 2009, p. 89). According to the self-concept theory, when a consumer is making a decision between two or more competing brands, they reflect the level to which the brands are consistent to the way they ought to be seen, the way they would like to be seen and how they actually see themselves. People have different attitudes, evaluations, feelings and attitudes of themselves which are called self-concept (de Chernatonyi and de Mello, 1995, p. 124). Their goals and needs are closely related to the enhancement and protection of the self-concept. From childhood, self-concept is developed and through interactions with different people, they become aware of their perception of who they think they are (Pichere, Robert and Cadiat, 2009, p. 89). However, when they assess themselves, they may aspire to be slightly different. In addition, there may be a variation of the self which may be due to the different groups they are in.
Brands are made of different images that are unique. According to the self-concept theory, consumers opt for brands that project images that are close to their actual self. Furthermore, self-esteem is one of the important factors that consumers strive to improve and take into consideration the extent to which the brand images are consistent with their ideal concept (Taute et al, 2017, p. 56). The higher the variation between a consumers ideal and actual self-concept, the lower the self-esteem. Information of self-concept theory helps in developing a brand’s personality to be in line with that of a particular group of self-concept (de Chernatonyi and de Mello, 1995, p. 122). The usage situation can further help to refine a brand. Research has indicated that relationship between self-image and the use of a brand can be influenced by the situation. Depending on the type of situation, users may have varying perceptions of themselves as they consider certain brands for specific situations to be in line with their situational self-concepts (Taute et al, 2017, p. 45. In situations where consumers have higher levels of consciousness about themselves, chances are high that they will compare themselves with reference values and standards of correctness. Comparison with their self against relevant standards motivate them to remove any differences perceived or changes in behavior to avoid any form of comparisons (Pichere, Robert and Cadiat, 2009, p. 89).
Example
An example of a brand that has effectively utilized the self-concept theory is Rolex. Rolex is among the most powerful brands in the world and is immediately recognized by people all over the world. In a bid to position itself and build a brand image, Rolex reviewed the perceptions, feelings, evaluations and attitudes of people towards themselves. As a result, the company came up with luxury and success to be associated with their customers. As a result, those who wear Rolex watches perceive their self to be successful as well as those who love luxury. In addition, Rolex watches are associated with status symbols and is a show that the wearer has achieved a great level of stability and success. Its logo, a crown, is further proof that the brand is closely associated with success.
The self-concept of success and stability is further highlighted by the large number of athletes and celebrities that wear the Rolex watches. Athletes such as Roger Federer, Phil Mickelson and Lindsay Vonn are proud ambassadors of Rolex and are associated with great success in their respective fields. Jennifer Aniston, a celebrity as well as other historical leaders such as Ronald Reagan and Martin Luther King wore the Rolex watches. Hence, those wearing the watch perceive themselves as nothing less than rich, famous, successful and superior.
Critique
Despite the self-concept theory being widely used by various brands, it has several weaknesses that make it unsuitable for brand development. The subjective society is one of the major weaknesses because it causes people to behave in a certain way. Consequently, they lead to ignoring their values with the aim of pleasing others. Such people may use certain brands that do not reflect their perception of self and may lead to a mismatch in brand image and perception. Furthermore, the concept does not consider the existing differences between groups of people in the society, which implies that people overlook the opinions round them. Opinions of others are important in the perception of self, thus the brand consumed. The opinions of other people are important in the assessing oneself, attitudes and feelings. Hence, the brands they consume are likely to be influences by the opinions of others.
Maslow’s Hierarchy of Needs
In 1943, Abraham Maslow brought forward the hierarchy of needs that sent ripples effects in the entire psychological community (Durmaz, 2014, p. 63). The theory postulates that people act to fulfill their needs using a system of five priorities. These needs in order of importance include:
Physiological Needs
These are the basic needs that humans need for survival. They include air, water, food, clothing, shelter and food. Physiological needs must be met for the survival of a human being.
Example
Branding and physiological needs are quite basic. By appealing to the primal needs of the consumer, different brands fulfill their psychological motivation. An example of a corporation that utilizes the Maslow’s Hierarchy of Needs is McDonald’s. Its logo that has the writing, “I’m Loving it” triggers memories and gives emotions to its customers. The yellow color associated with McDonald’s further elicits memories of optimism, creativity, and logic. The corporation has over the years branded itself as a fast food chain restaurant that offers high quality food products at the convenience of the customer. By offering food, McDonald’s would be meeting the physiological needs of the customer.
Safety Needs
Safety needs are the second needs that need to be fulfilled once physiological needs are met. They include environmental, emotional and physical protection and safety (Goldsmith, 2016, p. 32). Examples of safety needs include financial security, health security, family security and protection from animals among others.
Example
Insurance companies are increasingly offering life assurance policies in a bid to protect people and their dependents from financial troubles. Due to this, they are constantly appealing to the safety motivations. Furthermore, motor vehicle manufacturers such as Mercedes Benz have developed their brand based on security which is a great motivator of human beings. In its logo of the star, Mercedes Benz has branded itself as a secure and reliable company.
Social Needs (Love and belonging)
According to Maslow, human beings is motivated to meet his or her social needs once safety and security is attained. These needs are related to a sense of belonging and love (Durmaz, 2014, p. 65). Also, they include building relationships, having friendships and family.
Example
Social media is one of the platforms that fulfills the offers love and a sense of belonging to human beings. Its logo that depicts a camera provides people with the thought or emotion of sharing life experiences through pictures and videos. Other platforms such as Facebook have logos that are not only friendly but also encourage people to join an interact with one another to feel loved and have a sense of belonging.
Esteem needs
There are two types of esteem needs. These are external esteem needs and internal esteem needs. The external esteem needs include power, status, admiration, attention and recognition (Pichère, Cadiat and Probert, 2015, p. 13). The internal esteem needs, on the other hand, include confidence, achievement, freedom and self-respect (Durmaz, 2014, p. 65). Similar to the need for love and belonging, the self esteem need is emotional and occurs in both the conspicuous and unconscious mind.
Example
Luxury motor vehicle companies have over the years targeted the esteem motivation of human beings. Ferrari for instance has a logo as well as a brand color that is a symbol of status. The company has associated its products with those who have status, recognition and power in the society. As a result, those who want to fulfill their self-esteem needs buy such luxury products.
Self-actualization
At the top of the pyramid is self-actualization which is persuaded once all others have been fulfilled. It refers to realizing the full potential of oneself as well as personal growth (Durmaz, 2014, p. 65). It further incudes the desire to being aesthetic, creative, and gaining more knowledge. Maslow believed that self-actualization is the greatest need that people often strive to fulfill but only a few manage (Pichère, Cadiat and Probert, 2015, p. 12). It is the most subjective and highly personalized need in the pyramid.
Example
Nike Inc uses most of its brand messages to inspire the customers towards achieving physical self-actualization. The brand has a slogan, “Just Do it” which is a motivational statement that helps its users overcome physical pain in training. Nike further uses a song, ‘Ali in the Jungle’ to connect with its audience and help them accomplish self-actualization.
According to Maslow, human beings are motivated by their needs that have not been satisfied. As the needs are fulfilled one after another, it forces and drives the next one to emerge. The five needs according to Maslow have been categorized into higher order and lower order needs. The lower needs constitute the safety and physiological needs. The lower order needs are majorly satisfied externally. On the other hand, the higher order needs are self-actualization and self-esteem. They are generally satisfied internally.
Effectiveness or Ineffectiveness
Maslow’s theory of needs is effective in branding because it is very simple and easily understandable. Through understanding the various motivations, brand strategists can easily develop their brands to meet one or more of the motivations. Furthermore, the theory is also effective due to its dynamic nature. It presents motivation as a changing force which helps different brands to provide quality products and services. On the other hand, the theory is ineffective in terms of branding. First, it lacks a direct cause and effect relationship between behavior and need. A particular need may lead to a different type of behavior in different people. As a result, it becomes difficult to develop a certain brand that meets the needs of all people.
Conclusion
Branding theories have become important in today’s development of brands among different corporations. Today, brands are increasingly feeling the need to consider psychological theories in the development of their brands. The self-concept theory is one major theory that has over the years been utilized brand strategists. The theory explains how human beings prefer brands that match their self-concept. Maslow’s Hierarchy Needs theory is the other that has a great influence on brands. The theory addresses five motivations that human beings strive to fulfill. Brand strategists use these motivations to develop brands that appeal to them and fulfills these needs. Thus, branding theories are expected to have great significance over the coming years as different brands try to win as many customers as possible.
Bibliography
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Durmaz, Y., 2014. The impact of psychological factors on consumer buying behavior and an empirical application in Turkey.
Goldsmith, E.B., 2016. Consumer economics: Issues and behaviors. Routledge.
Lerman, D., Morais, R. and Luna, D. (2015). The language of branding theories, strategies, and tactics. 50 minutes.
Pichère, P., Cadiat, A. and Probert, C. (2015). Maslow's Hierarchy of needs: Understand the true foundations of human motivation. [Lieu de publication non identifié]: 50 minutes.
Pichere, P., Robert, C. and Cadiat, A. (2009). Consumer Behaviour And Marketing Research (Text And Cases). Himalaya Pub. House.
Taute, H.A., Sierra, J.J., Carter, L.L. and Maher, A.A., 2017. A sequential process of brand tribalism, brand pride and brand attitude to explain purchase intention: a cross-continent replication study. Journal of Product " Brand Management, 26(3), pp.239-250.
