Brand
Article: Pre-ordering the iPad: It's All about the Brand
30/03/10 11:29 Filed in: iPad
[This article appeared in TidBITS on March 29th 2010:
http://db.tidbits.com/article/11121
For more information about TidBITS please visit the site here]
A number of recent commentators, including one in an article reprinted by Macworld, questioned why anyone would bother to order an iPad before they had a chance to see one in a store or to read the reviews. The answer is "the brand." The strength of the Apple brand explains why people are willing to risk their hard-earned cash on something they haven't personally seen or experienced.
Strong product branding encompasses many variables, such as specifications, pricing, packaging, features, and overall utility. However, those are all part of the rational, logical reasons we buy something. Also significant, and, I would argue, even more important, are the unconscious reasons we buy a product such as an iPod or iPhone. If you talk to someone about why they bought an iPhone, they will list reasons such as the App Store, ease of synchronisation, or other functional aspects of using the phone. The closest we normally get to an emotional reason is the "cool factor," which is an acceptable way of describing your emotions towards the product without appearing goofy! However, these deep emotional keys motivate us to spend money on a product which has not yet been tried and tested.
Continue....
http://db.tidbits.com/article/11121
For more information about TidBITS please visit the site here]
A number of recent commentators, including one in an article reprinted by Macworld, questioned why anyone would bother to order an iPad before they had a chance to see one in a store or to read the reviews. The answer is "the brand." The strength of the Apple brand explains why people are willing to risk their hard-earned cash on something they haven't personally seen or experienced.
Strong product branding encompasses many variables, such as specifications, pricing, packaging, features, and overall utility. However, those are all part of the rational, logical reasons we buy something. Also significant, and, I would argue, even more important, are the unconscious reasons we buy a product such as an iPod or iPhone. If you talk to someone about why they bought an iPhone, they will list reasons such as the App Store, ease of synchronisation, or other functional aspects of using the phone. The closest we normally get to an emotional reason is the "cool factor," which is an acceptable way of describing your emotions towards the product without appearing goofy! However, these deep emotional keys motivate us to spend money on a product which has not yet been tried and tested.
Continue....
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