Brand desires could easily be thought of as the most researched area of Marketing in this century. In order to understand brand desires, companies have to define their values and goals, which would lead them to a certain niche that they cover with sales of their products/solutions.
The company activity shows how much a company is devoted in their customers, and brand desire comes back as a backfire reaction. We tend to spend more money on brands that we think represent our personalities, or personalities of those that we want to be seen as. Emotional branding is booming right now, because companies publish content that relates a customer to a celebrity, culture, or even emotion. We are also interested in brand’s background, their stories, ideas and how they got to me through time. Don’t forget, branding is storytelling after all. Based on your action, you will define your need (or demand?) for the product, and how much you actually care about buying it, or your brand desire.
This goes far beyond Microeconomics 101 and consumer preference graph because markets grew over time, and generalizing to a certain extent limits us in a sense that we don’t understand the demographic that is buying. All the customer really wants is to be happy, and companies make them happy by being inventive and creative. So the “Let’s say that we have Pepsi on X axis and Coke on Y axis” example is just not enough, because I want vanilla Coke but I would rather buy Pepsi Diet (very hypothetical) because of the cool label.
Thus, here are the most desirable brands of the year according to Clear, a marketing strategy company and part of M&C Saatchi group. You will notice, those that were creative, innovative, stayed up-to-date with technologies, got great ranks (Ikea, Fiat, Axe). However, the ones that messed up did so because they didn’t offer the right service when expected, and nonetheless have a worse position on the rank. Apple bombed themselves when maps didn’t work properly, and the strength of their brand decreased. Also, P&G ranked low because they became rather boring in a fast-pace market where you have to come up with new ideas and solutions.
I think I sparked a disagreement or two, and would love to hear your opinion in comment section below.