Brand benefits
Brand benefits are the advantages a person gains or expects to gain from using a product or service, beyond its features
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
They answer the question “what’s in it for me?”. They are usually grouped into three types: functional, linked to practical performance; emotional, related to how the experience makes people feel; and symbolic, tied to what the choice says about the person to themselves and to others.
They rest on attributes but are not the same thing: a long-lasting battery is an attribute; not having to worry about charging a phone during the day is the benefit. Defining benefits clearly helps shape a brand’s positioning and value proposition.
Also known as
customer benefits
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