A Brand's Functional Benefits vs. Emotional Benefits - Issue: 2002 Qtr 4
You can’t drive emotional benefits to the bank, but you can bank on emotional benefits.
As a purchaser in today’s marketplace, we can choose from an astounding array of brands. For many categories, there is little product differentiation yet a multitude of brands are available.
Differences in product features are often referred to as “functional benefits.” Some products offer speed, advanced technology, lighter weight or improved safety; these products are easily differentiated by their brand’s functional benefits. Many marketers immediately try to create a value proposition based entirely upon the brand’s functional benefits.
In other product categories where functional benefits aren’t easily identifiable or differentiated, marketers often rely on an additional set of influencers called “emotional benefits” or “self–expressive benefits.” This additional set of influencers is where branding gets real traction.
Let’s look at an example. As a business person, you often need a pen. In selecting a pen, your first choices are likely based upon functional benefits: ballpoint, roller–ball, soft tip or fountain pen. You can buy any of these pens at a low price point from a variety of brands. Or, as you move past functional benefits only, your choices increase. You can buy brands at a premium price point that offer “emotional and self–expressive benefits.”
Why can the Mont Blanc brand command a premium price level as compared to a Parker? Both brands offer ballpoints or roller ball pens – yet one company charges about $5 a pen and another charges $100 a pen. The difference lies not in functional benefits but in the emotional and self–expressive benefit of having a clearly identifiable luxury brand.
Mont Blanc positions itself as a luxury brand through pricing levels, quality construction, lifetime warranties, and most importantly, by the culture they have created between the writer and the pen. The perfect top to the famous brand reveals the white snowcap now recognized worldwide as Mont Blanc, clearly a self–expressive brand. When owners write with a Mont Blanc, they are rewarding themselves with a luxurious pen and projecting an image as a select member of a small group of writing connoisseurs.
Emotional benefits are often closely linked with self–expressive benefits but can be found in many brands that aren’t self–expressive. Take for example buying insurance. Many brands exist, but few offer the emotional support as demonstrated by the “good hands” or the “rock.” Or look at your own purchasing behavior in the grocery store — does it feel better to buy Campbell’s Soup than generic? Do you feel more loyal to Green Giant? Would you rather serve your children Quaker Oats?
Emotional benefits in the business–to–business market are a bit harder to create but are often worth the extra effort. Look at the FedEx® brand, and you can clearly see the functional benefit of overnight service. But how about their positioning of emotional security? There are many overnight carriers, but few who give you the emotional edge called peace–of–mind.
When building your brand, think about more than your product’s functional benefits. Build brands by combining functional benefits with the added strength and richness of emotional benefits, and you’ll build preference that results in increased sales and enhanced brand loyalty.
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