Q. Distinguish and discuss with suitable examples the term product and brand one each from an FMCG and a consumer durable of your choice.
different
concepts. A product refers to the actual physical item or
service that is offered to consumers to satisfy their needs or desires. It
includes the tangible features, design, packaging, and utility of the item. On
the other hand, a brand is much broader—it encompasses the
identity, perception, and emotional connection that consumers have with a
product, often created through marketing, reputation, and customer experiences.
Brands serve as a differentiator in crowded markets and play a significant role
in how consumers perceive value and quality.
Product:
A product is a
good or service created by a company for the purpose of sale in the market. It
is the physical manifestation of an idea that meets the needs or wants of
consumers. Products are typically designed to provide a specific function, such
as cleaning, food consumption, or entertainment. They are classified into
categories based on usage, such as consumables, durables, or services.
For example:
- FMCG Product: A packet of
Nestlé Munch chocolates is a product—its primary function
is to serve as a tasty snack.
- Consumer Durable Product: A Whirlpool
washing machine is a product that provides the utility of washing
clothes.
Brand:
A brand is much
more than the physical product. It is the identity that consumers associate
with the product. It involves elements such as a name, logo, tagline, or any
unique visual or emotional identifiers that give the product distinctiveness.
Brands create loyalty, convey quality assurance, and generate consumer trust
over time.
For example:
- FMCG Brand: Coca-Cola
is a brand that represents a specific image of refreshment, taste, and
tradition.
- Consumer Durable Brand: Samsung
is a brand known for quality and innovation in consumer electronics, such
as smartphones and televisions.
Differences
Between Product and Brand
To further elaborate,
let's break down the differences between product and brand
with examples from the FMCG and consumer durable categories.
1.
Identity
and Perception:
o Product: The product is the physical entity that
meets the functional need of the consumer. For example, a packet of
Lays chips is simply a snack that satisfies the consumer's desire for
a crunchy, savory treat. It doesn’t necessarily convey any deeper meaning
beyond the product’s core attributes.
o Brand: A brand, such as Lays
itself, signifies more than just a snack—it represents a global, reliable, and
delicious snacking experience. Through consistent marketing, Lays has created
an image of quality, fun, and indulgence. The brand appeals to consumer
emotions and influences purchasing decisions by standing for a consistent
experience.
2.
Emotional
Connection:
o Product: A product often serves a direct,
utilitarian purpose. A bar of Dove soap cleanses the body, and
that’s the extent of its function. However, the product’s value in the market
can be enhanced through branding.
o Brand: Dove, as a brand,
connects emotionally with its consumers by focusing on real beauty,
self-esteem, and body positivity. Dove’s “Real Beauty” campaign resonates with
consumers beyond the basic use of soap, associating the brand with personal
care, self-love, and inclusivity.
3.
Differentiation:
o Product: Products often face competition from
other similar items. For example, there are numerous brands of toothpaste
(like Colgate, Sensodyne, and Pepsodent), all offering similar benefits
(cleaning teeth). The product itself is generic but becomes distinctive when
branded effectively.
o Brand: The Colgate brand
stands out through its established reputation for dental care, oral health, and
effectiveness in preventing cavities. While other toothpastes may provide
similar results, the Colgate brand differentiates itself
through years of marketing, trust-building, and consistent messaging about its
quality.
4.
Lifespan:
o Product: A product’s life cycle is finite,
beginning with development and moving through stages of growth, maturity, and
decline. For example, a smartphone model has a limited period
during which it is relevant and competitive in the market.
o Brand: A brand, on the other hand, can have a
much longer lifespan. Brands like Coca-Cola have existed for
over a century and have maintained their relevance through evolving their
product offerings while staying true to their core identity.
FMCG Product
and Brand: Example of Coca-Cola
Coca-Cola is one of the most recognized and iconic brands
globally. The product (a carbonated soft drink) serves a
specific function: to quench thirst and provide a refreshing beverage. The
product is often consumed as part of meals, during social gatherings, or as a
treat.
Product
(Coca-Cola Drink):
- Functionality: The product
is a beverage designed to refresh and provide sweetness and energy through
its sugar content and caffeine.
- Features: It is
packaged in different forms (cans, bottles) and comes in various variants
like Diet Coke, Coca-Cola Zero, etc.
- Market Positioning: As a product,
Coca-Cola offers a sweet, fizzy drink that competes against other soft
drink brands like Pepsi.
Brand
(Coca-Cola):
- Brand Identity: Coca-Cola
is not just a drink but an experience. It has built an identity centered
around happiness, friendship, and refreshment. Its famous logo, red color,
and iconic bottle shape make it immediately recognizable.
- Emotional Connection: Coca-Cola
has marketed itself as a symbol of togetherness, happiness, and joy,
especially through campaigns like "Share a Coke," which encourages
social bonding. The brand often positions itself as a part of celebrations
and good times, making the emotional connection stronger.
- Global Reach: The
Coca-Cola brand is a global powerhouse. While the product may be found in
every corner of the world, the Coca-Cola brand symbolizes refreshment and
joy universally.
The
differentiation between the product (Coca-Cola beverage) and the brand
(Coca-Cola as a symbol of happiness) is clear. While the product itself is a
consumable item, the brand encompasses much more, creating a powerful
connection with consumers that extends beyond mere functionality.
Consumer
Durable Product and Brand: Example of Samsung
In the realm of
consumer durables, Samsung is an excellent example of a
product and brand distinction. Samsung produces a wide range
of consumer electronics, including smartphones, televisions, and home
appliances.
Product
(Samsung Smartphone):
- Functionality: A Samsung
Galaxy smartphone is a product designed to provide communication,
entertainment, and internet connectivity. It has various features such as
a touchscreen, camera, and operating system (Android).
- Features: The Samsung
Galaxy phone comes in different models with varying screen sizes,
processing power, and storage capacities, catering to diverse consumer
needs.
- Price Point: Samsung
smartphones are priced in various ranges, from budget to premium, making
it accessible to a wide array of customers.
Brand
(Samsung):
- Brand Identity: Samsung, as
a brand, represents cutting-edge technology, innovation, and reliability.
The company has invested heavily in research and development to be seen as
an innovator in consumer electronics.
- Emotional Connection: Samsung
positions itself as a forward-thinking brand, continuously pushing the
boundaries of what’s possible in technology. The emotional connection
stems from consumers viewing Samsung products as synonymous with
sophistication, style, and future-proofing technology.
- Global Recognition: Samsung is
a household name in the world of electronics, with millions of consumers
trusting the brand for their everyday needs. The brand stands for not just
products but a lifestyle of advanced technology and design excellence.
The distinction
between the product (Samsung smartphone) and the brand
(Samsung’s identity of innovation and quality) becomes apparent when you
consider that while the phone itself fulfills a specific role, the Samsung
brand evokes emotions of trust, technological sophistication, and
cutting-edge innovation. Consumers may choose Samsung over other brands like
Apple or Xiaomi because of the brand’s reputation, and the connection they feel
with the brand goes beyond the product's basic functionality.
Conclusion:
The Critical Role of Product and Brand in Consumer Decision-Making
To sum up, the
distinction between a product and a brand is
fundamental in understanding consumer behavior, particularly in the context of
FMCG and consumer durables. A product is essentially the
tangible item or service that fulfills a consumer’s need, while a brand
is the sum of emotional connections, values, reputation, and perceptions that
consumers associate with that product. Brands go beyond the functionality of
the product itself, creating loyalty, trust, and preference in the consumer’s
mind.
In the case of Coca-Cola
and Samsung, while the product fulfills a basic need
(refreshment and communication, respectively), the brand
transcends these basic functions and becomes a symbol of a lifestyle,
experience, and trust. The Coca-Cola brand represents joy and
social connection, while the Samsung brand stands for
technological advancement and innovation.
Understanding the
nuanced relationship between product and brand
is crucial for marketers in creating effective strategies, designing products,
and building long-term consumer loyalty. The relationship between the two is
symbiotic: products give consumers utility, while brands create emotional bonds
that make consumers choose one product over others in a competitive market.
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