Has it ever occurred to you that a brand might provide a sense of belonging? That merely buying a product has a symbolic value or communicates a specific message about you? Well, as it turns out, there are a lot of people who are willing to purchase a product to achieve this very need, the need to belong.
According to Maslow’s hierarchy of needs, the need of “self-actualisation” resides at the very top of the pyramid. It’s defined as the highest need that a person might strive to achieve after achieving the basic ones such as food and shelter, etc. Brands have certainly become a tool to achieve and to foster such sense of belonging & acceptance.
Most brands have resorted to brand belonging as a method to build communities around them and to create loyal customers. How would we explain the huge crowds of people waiting in line to purchase the new IPhone model? And what would be the reason behind a group of people wanting to purchase a Rolex watch instead of a regular watch which has the exact features?
Brands have become a reflection of the person’s personality, attitude, social status, & wealth in the society. Owning a Tesla reflects wealth with a care about the environment, an IPhone shows that you are innovative, and a Rolex shows that you’re affiliated with a wealthy niche in the society. Each brand is managing to build its own community or tribe to forge meaningful connections with its customers.
The products we choose have become a symbol of who we are and what we stand for in our lives. So how much can we really tell about a person through the brands they consume?
BBB- Buyer's Black Box 