Brand relationships

Low-end brands foster familial ties.

Mid-range brands build friendships.

High-end brands establish hierarchical relationships.

Branding is essentially about cultivating these relationships.

Low-end brands cultivate familial relationships, quickly getting cozy and playing on emotions—after all, we’re all family here, I won’t make money off you; I’ll serve you even at a loss.

Mid-range brands build friendships, where making money from friends is actually quite challenging. Prices must be fair and face must be given, often requiring a long groundwork.

Comments:

Just like with many luxury bags and watch brands today, why can you never find the popular models in store? There’s an unspoken rule behind this: the hot items are reserved for premium customers. Ordinary consumers can also purchase them, but it requires paying a premium to get the desired product.

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