What is Brand Desirability There’s a reason why we choose certain products and brands over others. Often, it’s a conscious decision. But sometimes, it might be more instinctive based on our subconscious. But when we are comparing one brand with another, what we’re really doing is making a judgement. We ask ourselves fundamental questions – “Which one appeals the most? Which one do I want?” We’re talking about a brand’s desirability. The most successful, growing brands are ‘desirable’. Consumers ‘want’ their products or ‘want’ to align themselves with what the brand stands for. Desirability is a key driver of brand growth (Vision One Brand Growth Study 2021), and it’s a fascinating and important area to explore. But what does desirability really mean? What makes a brand desirable? And how can we measure how desirable a brand is? Are you fulfilling your customers’ practical needs? When something is desirable, it holds some appeal. It ticks some boxes – it’s worth having. We attach value to it and are therefore willing to commit and pay. Your brand’s desirability is a reflection of how well it satisfies your consumers’ needs. Take practical needs. Do you know exactly what your customers are looking for from your market?…
