Brand Aston Martin Essay Example | Topics and Well Written Essays - 750 words

Brand Aston Martin - Essay Example Commonly, brands in all markets are evaluated by referring to their attributes. These attributes can be classified into two main categories: symbolic and functional (Sinkovics & Ghauri, 2009, p.186). Symbolic attributes refer to the intangible benefits that a brand can offer to consumers; for example, a mobile phone of a particular brand can be related to a specific social status of the owner. Functional attributes refer to technical/ practical benefits of a brand, meaning the functional benefits that a brand can offer to consumers (Sinkovics & Ghauri, 2009, p.186); the increased functionality of a mobile phone of a brand compared to the similar device of another brand is a common example of functional attribute (Sinkovics & Ghauri, 2009, p.186). Emotional attributes have also become an important category of brand attributes. Emotional attributes reflect ‘the feelings of consumers about a retail brand’ (Floor 2006, p.222). These feelings can be influenced by the function al attributes of the brand (Floor 2006, p.222); still, emotional attributes are depended on all aspects of a brand, as included in the brand personality. Functional, emotional and symbolic attributes are often used for describing a brand’s personality (Floor 2006, p.222). The functional and emotional attributes of brand Aston Martin can be characterized as quite significant. These attributes could be described as follows: in terms of their performance, Aston Martin cars have been classified as of exceptional value.