Brand Aston Martin Essay Example | Topics and Well Written Essays - 750 words

Brand Aston Martin - Essay ExampleCommonly, faults in all markets are evaluated by referring to their attributes. These attributes can be classified into two main categories symbolic and functional (Sinkovics & Ghauri, 2009, p.186). Symbolic attributes refer to the intangible benefits that a brand can offer to consumers for example, a mobile headphone of a particular brand can be related to a specific social status of the owner. Functional attributes refer to technical/ practical benefits of a brand, meaning the functional benefits that a brand can offer to consumers (Sinkovics & Ghauri, 2009, p.186) the increased functionality of a mobile phone of a brand compared to the similar device of other brand is a common example of functional attribute (Sinkovics & Ghauri, 2009, p.186). Emotional attributes have also become an important category of brand attributes. Emotional attributes consider the feelings of consumers about a retail brand (Floor 2006, p.222). These feelings can be inf luenced by the functional attributes of the brand (Floor 2006, p.222) still, emotional attributes are depended on all aspects of a brand, as included in the brand personality. Functional, emotional and symbolic attributes are often used for describing a brands personality (Floor 2006, p.222). The functional and emotional attributes of brand Aston Martin can be characterized as quite significant. These attributes could be described as follows in terms of their performance, Aston Martin cars have been classified as of exceptional value.