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To be the best brand, marketers must synchronize positioning and brand touch points. Brand touch points are contact points that describe a brand position. It can be tangible or intangible. Brand touch points goals are to build customer perceptions. That's the magic of brand, Perception! An experiential brand consist a physical product with environmental and service aspects. A product is part of an experiential brand then there may be no ownership at all between the producer and the consumer. Consumers enjoy products, environments and services combined to produce a multi-sensory experience. Beside experience brand, we have to learn about functional brand. Functional brands is to meet the basic needs of customers, such as food, shelter, health and safety needs. This is based on the traditional marketing philosophy that consumers are rational information process. In functional brands, consumers have associations related to the physical features and basic functions of the product. A successful functional brand is what consumers think about certain product categories.
About the author
Itca Istia Wahyuni completes a Master's degree in MBA ITB and continues Marketing Communications certification at Dentsu Asia. Currently active as a lecturer at Telkom University, on Marketing Communication (Branding) majors. Previously involved as a brand consultant, and Assistant Brand Manager in FMCG private Company in Indonesia.
