The four-dimensionality of the brand
Brand formation makes business leaders think about the very essence of their business, about the company’s mission, about its place among others, as well as about other important things that are often overlooked in the current affairs mode. Therefore, working on a brand is a work for the future, for the future, which allows us to improve the quality of business.
The brand has several dimensions.
The functional dimension concerns the perception of the usefulness of a product or service associated with a brand. For example, the furniture of the famous Swedish brand Ikea is distinguished by modern design, functionality and acceptable quality at a relatively low price.
The social dimension is related to the identification of the buyer or customer with a certain social group. For example, buying at Ikea means being modern and economic, appreciating high—quality things and good design, but not willing to pay exorbitantly.
The mental dimension concerns the ability to provide a person with mental support. So, the purchase of furniture in Ikea makes a person show ingenuity and ingenuity, assembling it according to the principle of the designer. Visiting the shops of this company gives new ideas about home improvement. No wonder the slogan “There is an idea — there is Ikea” has become so popular.
The spiritual dimension concerns the perception of global or local brand responsibility. For example, Ikea proclaims the goal of creating a better everyday life for most people. The company promotes the democratization of society. She works in a democratic style, allowing a large number of people to equip their home by purchasing furnishings at reasonable prices.
Thus, all four dimensions of the Ikea brand are well thought out, built and work for its success.
In order to create a strong successful brand, you can use brand code technology. A brand code is a concentrated expression of what a company is, its business ideas, mission, positioning. The classic brand code model offers a model consisting of six parts. Three of them — product-utility, positioning and style — describe the existing position of the brand in the market, the other three — mission, vision and values — relate to the future.