# Brand benefits: what it is and how it works · Zorraquino
> Brand benefits are the advantages a person gains or expects to gain from using a product or service, beyond its features.
URL: https://www.zorraquino.com/en/dictionary/branding/benefits.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand attributes](https://www.zorraquino.com/en/dictionary/branding/attributes.html)
- [Emotional benefits](https://www.zorraquino.com/en/dictionary/branding/emotional-benefits.html)
- [Value proposition](https://www.zorraquino.com/en/dictionary/value-proposition)