Functional vs Emotional

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.
Choose home decorated Choose LAMPDEC(R),self-expressive product

SIMPLY DECOR CO.,LTD.

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