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“Brands are not in the objects or services, but only in the experiences. It occurs with our personal relations, we choose with who and how we want to be treated.

These are words from the beginning of the study “brands and their gender”, resulting as a collaboration between Ikerfel and Branward. They dig deep in the brand, especially, the image builds a product or service. Do these objects have gender or services we hired? Do their brands have this? How did the AND build their brand? What was the benefit to this? Can a brand be old? Can this long-lived be juvenile? All these questions are found in their response in this study we summarize. Let´s begin!

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In today´s society we are used to say expressions such as “define the personality of the brand”, deepen the concept “what does this brand mean” and provide the brand with an “own ADN” But, in a pragmatic environment and further than feelings we want to cause, what benefits are used to contribute to give a brand personality?

Obviously, the response is not about accomplishing or maintaining a position in the market. A good branding gets an unknown brand to become viral (Chicfy); and, at the same time, a traditional brand can become unnoticed besides its longevity (constructions, insured, administrative agencies…). In this way, branding professionals try to associate brands qualities towards people, to make them more friendly and attractive (proportioning their consumption).

What are the human characteristics associated with brands? The ones we can identify quickly. In other words, gender and age (in this order). In an actual context, the multiplicity of brands in the market, power does not occupy any brand. Now a day the power does occupy consumers, based on their decision. Has converted in decision- making (decide what, when, how and for how long) if they consume something or not.

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So, do the objects that consume have gender?

Not exactly. Nothing works as an own personality or product (for example, gin), but it is better to assign an age or gender (and other characteristics) to a brand: for example, Beefeater. In general, a brand has gender when its products and services have gender (yogurt and beer).

One of the conclusions of this audio is it is not necessary having a gender interrelationship between a gender we align to an object and brand gender. Yogurt is known as a feminine brand (Danone), whereas masculine brands associate with “beers”.

This is easy to understand, right? All of this is important in regards to “personal branding”, in other words, brands having their own personality. What is this for? Why do they relate consumers and transmit an experience, not merely a process of buying or consuming. We can drink coffee at a bar…or buy a latte at Starbucks: the difference (from several euros), is not convincing you are asking for coffee, but living this experience. With the experience we are living with the brand (as the same as a person), consumers are more inclined acquiring this product and service. This has all been thought of!

So, do brands focus on gender or not?

The study comes to a conclusion when deciding if it will be effective, but if we consume the product or not. However, the real test are brands having gender, the question precisely has to deal with this important study:

“If a brand were a person, would it be a man or woman?

 What are the results? What has surprised us, are various important details especially with this graph:

In the end, the study also stands out about gender or age not having to be about better or for the worse, but it depends on the public. The key is defining personality details associated with a brand, and work constantly towards that direction.

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