24.04.2011 We choose with the heart but motivate with the brain

A strong brand drives sales volume or motivates a higher price. But which associations
with the brand drive these two? First of all a strong brand needs to be built up of hard
and soft parts. Hard parts are e.g. how long the bread stays edible, the car's fuel
consumption, the contrast of the tv screen. Soft parts are about the associations with the
brand, such as inspiring, fun, reliable, prestige. The soft parts are more important than
the hard, though most companies tend to forget about the soft factors. These interesting
facts have come up as a result of a new international statistical brand research.

The final buying decision is made on basis of the customer's feelings and associations with
the brand. It's only after the purchase that we motivate it using the brain. Our will to buy
(volume) is driven by reason and risc reduction: service, reliability and customer focus. Our
will to pay more (price) is driven by social factors and feelings: uniqueness, fellowship and
prestige and status. So to strengthen your brand, be sure to load it with the right associations!

Source: http://micco.se/2011/04/darfor-koper-dina-kunder-b2b (unfortunately only in
Swedish, but let me know if you need a more complete translation)