Is there any difference between a product and a brand? On the surface it probably seems like there is no difference. But when you dig a little deeper, there actually is a big difference between a brand and a product – a huge one. To sum it up, the difference is emotional.
Products perform a function.
They have properties that when combined together do something for customers. The problem is that within any given category, most products perform similar functions. There’s very little differentiation. Ingredients are ingredients and they tend to be the same across a category.
Products are all about what they do for people. Products fulfill a customer’s needs.
Functions, ingredients and needs — that’s what makes up a product.
Brands offer an emotion.
Brands are actually quite different from products because they don’t just cover a customer’s needs, they fulfill a customer’s wants.
We don’t fall in love with products — we fall in love with brands. Brands offer a promise and an emotion. Brands are about how they make people feel. Brands fulfill a customer’s wants. Promises, emotions and wants — that’s what makes up a brand.
The big difference. In short, while you may need a product, you will want a brand.
So for example, I may need a cup of coffee, but I personally want to get it at Starbucks.
Coffee is the product in this case and caffeine is the ingredient. I need it to get going in the morning and I could get it literally anywhere, including at Dunkin’ Donuts, the corner market or at home. But I choose Starbucks.
Starbucks is the brand in this case, and the experience at Starbucks is the emotion I want in the morning. I want a Starbucks coffee because of the unique experience I get and from how it makes me feel. It prepares me for the day ahead and makes me productive in the morning. With Starbucks coffee, I am ready! I want Starbucks for how it makes me feel.
Products equal functions. Brands equal emotions.
Source : http://www.entrepreneur.com/