There has been much research to identify the reasons that makes a brand more likable than others even if there is little difference in the character of their product,market positioning or scale of operation. Perception of people about a brand is found to be influenced by many factors that are extrinsic to the business and operation of the organization along with core factors that shapes an organization's brand image. Scope of product differentiation has considerably reduced due to uniform adaptation of technology and identical adoption of quality standards by all organizations.This has made it contingent upon companies to find out other modes of differentiation to project themselves as having the uniqueness unmatched by others.Understanding people in the context of their value orientations,their cultural moorings and their peculiar environments gives an incisive insight into the factors that shape his brand judgement. Without having any reference or allusion to the company's excellence in its products or services,an image is sought to be projected which is the outcome of the company's values and people friendliness.
Brands that are adored by people have properties other than their commercial propositions. Those are brands that become part of people's lives rather than subjects of utility recall.They become part of their daily conversations. They acquire their status by aligning themselves with the concerns and sentiments of the people.This is achieved not only by their focus on quality of their products , but also by their power to to make the lives of their consumers more fulfilling,wholesome and enjoyable. This deep affinity with consumers extends beyond commercial transactions. As the brand commands trust and loyalty,people dont find it difficult to associate it with beyond commercial engagements. This further reasserts and reinforces the brand's commitment to public cause which makes it more acceptable and lovable in the public.
Now the obvious question that arises is how brands go about the task of having that loving image through a deliberate process.Difficult it may appear , but it is quite achievable to build personalized affinity with the people. Knowing his emotions, understanding their problems,expressing solidarity and coming up with solutions facilitate bonding at an intimate level Brands must strive not only to meet the inherent or implicit need his product or service is supposed to satisfy or the customer is having, but also his unexpressed or latent need, satisfaction of which can multiply his happiness and provide him more enjoyable experiences. This needs understanding the life style of the people and the environment in which his decisions are made.The more the brand engages with the customer and widens its level of engagement,the more strong the relationship grows. People need attention to their needs as well their person. So a brand that discovers more opportunities to interact,to talk and to identify itself with the broader need of the people, ultimately emerges as a lovable brand.
