Instead of deciding on whether product performance or design is more important for brand success it is important to analyze the perceived customer value for the product. Theodore Levitt explains, "They buy something that transcends these designations-and what that "something” is helps determine from whom they’ll buy, what they’ll pay, and whether, in the view of the seller, they’re "loyal” or "fickle. (Levitt, Jan 1980)” As explained by Theodore, these something that transcends for the satisfaction is met by both the functionality of the product and the design. But it can be argued that functionality of a product is more of an expected trait. With market having limited funding and resources the best thing a marketer can do is segment target and position strategy to effectively and efficiently differentiate their product and increase their market share.
Thus when it comes to generic products, the design/aesthetic value is what matter more product differentiation and success of the brand. For example, would you rather buy a Chinese shoes or a branded oxford shoe for a formal function? You would probably lean towards a branded oxford shoe as the design and quality speaks more about you in the function rather than by a low quality Chinese brand.
Kotler and Keller explains, "To the company, a well-designed product is easy to manufacture and distribute. To the customer, a well-designed product is pleasant to look at and easy to open, install, use, repair, and dispose of. The designer must take all these factors into account. (Kotler & Kellar, 2012)” As Kotler and Keller explains, the design and aesthetics aspect are what differentiates the product in the market and increases value to the customer. For example, a 150cc bike of Bajaj and Yamaha as compared to Honda XR 150. Honda’s price is almost double the other two companies as its design (both off road and on road applicability) and aesthetic value is higher.
It is said that ‘good brands make life easier’ and so a product should have a great design and aesthetic value for it to succeed in brand creation.
Reference
Kotler, P., & Kellar, K. L. (2012). Social Responsibility Marketing. In K. L. Philip Koter, Marketing Management (pp. 170-171). New Jersey: Prentice Hall.
Levitt, T. (Jan 1980). Marketing Success Through Differentiation–of Anything. Harvard Business Review , 15.
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Instead of deciding on whether product performance or design is more important for brand success it is important to analyze the perceived customer value for the product. Theodore Levitt explains, "They buy something that transcends these designations-and what that "something” is helps determine from whom they’ll buy, what they’ll pay, and whether, in the view of the seller, they’re "loyal” or "fickle. (Levitt, Jan 1980)” As explained by Theodore, these something that transcends for the satisfaction is met by both the functionality of the product and the design. But it can be argued that functionality of a product is more of an expected trait. With market having limited funding and resources the best thing a marketer can do is segment target and position strategy to effectively and efficiently differentiate their product and increase their market share.
Thus when it comes to generic products, the design/aesthetic value is what matter more product differentiation and success of the brand. For example, would you rather buy a Chinese shoes or a branded oxford shoe for a formal function? You would probably lean towards a branded oxford shoe as the design and quality speaks more about you in the function rather than by a low quality Chinese brand.
Kotler and Keller explains, "To the company, a well-designed product is easy to manufacture and distribute. To the customer, a well-designed product is pleasant to look at and easy to open, install, use, repair, and dispose of. The designer must take all these factors into account. (Kotler & Kellar, 2012)” As Kotler and Keller explains, the design and aesthetics aspect are what differentiates the product in the market and increases value to the customer. For example, a 150cc bike of Bajaj and Yamaha as compared to Honda XR 150. Honda’s price is almost double the other two companies as its design (both off road and on road applicability) and aesthetic value is higher.
It is said that ‘good brands make life easier’ and so a product should have a great design and aesthetic value for it to succeed in brand creation.
Reference
Kotler, P., & Kellar, K. L. (2012). Social Responsibility Marketing. In K. L. Philip Koter, Marketing Management (pp. 170-171). New Jersey: Prentice Hall.
Levitt, T. (Jan 1980). Marketing Success Through Differentiation–of Anything. Harvard Business Review , 15.