Luxury brands, logos and the perception of your customer experience
Author: Colin Shaw
The bigger the brand, the bigger the logo? Not necessarily
The customer experience you’re trying to deliver is going to be heavily influenced by your target audience. The product or service that is central to your customer experience is obviously going to be targeted towards your most profitable consumers. Have you thought about how the outside perception of the two crossover? In a recent study featured in the Journal of Consumer Research it was revealed that the level of explicit branding on consumer goods was relevant to their purchase price. It was found that many high-end products had minimal brand, noting that “The authors think the real signaling value of these inconspicuous luxury items is not directed at the general population, who likely won’t recognize them, but at “insiders” who will, e.g., one’s wealthy peers.”
Who is your product talking to once its left your store?
What do you want your product to communicate to other consumers?
How does this effect your perceived customer experience?
We’d love to hear from you in the comments.
Read the original article here
By COLIN SHAW | Published: AUGUST 17, 2010