Modern brands they have long ceased to be just labels or labels for goods and services, and the phenomenological approach is developing very quickly. They have evolved into complex cultural phenomena that play a significant role in the lives of consumers, helping them understand and interpret the world around them. One promising approach to understanding brands is the phenomenological approach, which focuses on the study of human perception and experience. In this context, brands They are considered not as simple commercial tools, but as elements that shape the reality of consumers, their experiences and perceptions.
Phenomenology and branding: what do they have in common?
Phenomenology as a philosophical field was founded in the early 20th century by the German philosopher Edmund Husserl. Phenomenology is based on the study of how people perceive and understand the world around them through their conscious experiences. This approach focuses on the subjective aspects of experience and emphasizes that reality does not exist by itself, but in the context of human perception. When this approach is transferred to the field of branding, attention is focused on how brands affect people's feelings and perceptions. In a phenomenological approach to branding, it is important to examine not only rational factors, such as the price and quality of the product, but also what feelings, associations and images the brand evokes in the consumer.
Brands as elements of understanding reality
For example, well-known global brands such as Apple, Nike or Tesla have the ability to create a holistic picture of the world for their consumers. They offer not just products, but also a philosophy that people can adopt to better understand themselves and the world around them. Apple, through its innovation and minimalistic design, offers people a new interpretation of technological reality, and Nike inspires them to overcome barriers and achieve success.
One of the key elements of the phenomenological approach to branding is the consumer experience. Unlike the classical approach to branding, which focuses on product characteristics and benefits, phenomenology examines how brand interaction is perceived by consumers on a personal level.
An example is the Starbucks brand. Starbucks does not just offer coffee, but creates a certain atmosphere that becomes an important part of the life of its customers. A cup of coffee at Starbucks is associated with comfort, social interaction, and even the opportunity to take a short break during a busy day. This brand does not just sell a product, but creates a holistic experience through which consumers perceive and comprehend the surrounding reality.
Brands as intermediaries between the personal and the public
It is also interesting to note that brands not only help consumers interpret personal experiences, but also become intermediaries between individual and public perceptions. In today's society, brands play the role of cultural symbols through which people communicate with each other and with society as a whole.
Buying a particular brand is often a way to express yourself, your values and preferences. For example, the choice between eco-friendly brands such as Patagonia and more mainstream manufacturers can be an expression of concern for nature or just a fashion trend. In any case, the brand becomes an element through which a person interacts with the world around them and other people, which affects their perception of reality.
Brand loyalty and its phenomenological roots
The phenomenological approach also explains why people often show loyalty to certain brands. This is not always due to rational factors, such as the price or quality of the product. Loyalty is formed on a deeper level, connected with personal experiences and emotions.
Brands become part of a person's identity, offering them a " home” in a complex and changing world. People come back to the same brands because these brands help them create a meaningful and sustainable picture of the world. Thus, brand loyalty can be interpreted as a desire for stability in the perception of the surrounding reality.
The impact of brands on social identity
Brands not only reflect personal preferences, but also help people recognize themselves as part of a particular social group or culture. Through the choice of certain brands, people identify themselves with certain social strata, lifestyle or worldview. For example, car brands may reflect the status or lifestyle of their owners. People who buy Tesla cars may see themselves as progressive proponents of green technologies, while Lamborghini owners may emphasize status and financial well-being.
Brand Empathy: How Companies Become "Human"
The phenomenological approach focuses on how brands can become closer to people through empathy and a deep understanding of the needs and values of their customers. Companies like Dove or Ben & Jerry's have become known for their social initiatives and support for social movements, which allows them to resonate with the needs of the audience on an emotional level. Dove, for example, actively promotes the ideals of " natural beauty”, speaking out against stereotypes and helping people form a positive attitude towards themselves. This is not just a sales tool, but also a deep impact of the brand on people's perception, identity and self-esteem. A brand's empathy is also reflected in its ability to adapt to changing conditions and respond to global events. Such companies are becoming not just businesses, but full-fledged cultural players, able to form emotional connections with their audience.
The phenomenological approach allows us to consider brands as elements involved in the creation of collective memory. Some brands and their advertising campaigns become part of the public cultural heritage, connecting generations and transmitting certain values through history, such as the domestic clothing and accessories brand KANISHKA in Uzbekistan.
Also, Coca-Cola is one example of such a brand. It not only represents the product, but also becomes part of the culture through its advertising and associations with holidays (for example, with Christmas). Consumers may associate a brand not with a specific drink, but with an atmosphere of joy and warmth, which affects their perception of not only the product, but also the time of year, family traditions and holidays.
Digital transformation is changing the way brands are perceived, allowing them to create new forms of interaction with their audience. In a phenomenological way, we can say that digital brands create new levels of perception of reality, offering users virtual spaces and interaction.
Social media, mobile apps, and virtual worlds are becoming important platforms for interacting with brands. For example, brands that actively use virtual reality (VR) or augmented reality (AR) create unique and personalized digital experiences that allow consumers to participate more actively in the brand's life. Brands are beginning to form new forms of reality, where users can not only buy a product, but also interact with it in a unique digital space.
In the context of globalization, a phenomenological approach to branding also helps to understand how brands become intermediaries between cultures. Today's global brands are forced to take into account cultural differences and adapt their message to be relevant in different parts of the world. In this context, brands can be seen as tools that not only interpret reality for individual consumers, but also create bridges between different cultures.
An example is McDonald's, which adapts its menu and marketing strategies according to the cultural preferences of different countries. This allows the brand to be not just a symbol of Western culture, but also an element of local experience, which helps different cultures better understand and interpret their own realities through the prism of a global brand.
Experimental marketing is becoming a key tool in phenomenological branding. This approach involves creating conditions in which consumers can actively interact with the brand, creating their own unique experiences. Instead of just looking at the product, people can "live" it, experiencing emotional and physical contact with the brand.
Nike, which offers not only to buy sports shoes, but also to participate in sports events organized by the brand. These events create a holistic experience, allowing consumers to personally touch the brand's values, which leaves a deeper mark on their perception. This experimental approach to marketing reinforces the phenomenological nature of the brand by offering people not just a product, but experiences and emotions that help them better understand and interpret their own reality.
Before creating visual content, it's important to understand exactly what you want to convey to your audience. This can be a cozy atmosphere, an emphasis on fine cuisine, or a demonstration of the freshness of ingredients. Your images and videos should tell the story of the restaurant, reflect its spirit and style.
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