A brand type refers to the general category or type of products or services a brand offers. Brands can belong to more than one type, as they often have multiple offerings and target various segments. For example, a brand that sells high-end fashion clothing and accessories could be considered a luxury brand and a consumer product brand. Understanding a brand's type is essential in developing a strong brand identity and strategy.
According to marketing expert David Aaker, "A brand's type can greatly impact its overall positioning and the way it is perceived by consumers." (Aaker, 1997) A brand's type can help determine its target market, how it is marketed, and the image it projects. For instance, luxury brands tend to target high-end consumers, communicate a premium image and use sophisticated marketing tactics. In contrast, consumer brands often target a wider audience and employ more mass-market advertising.
In conclusion, a brand type plays a crucial role in defining a brand's identity and helping it stand out in a crowded market. Understanding a brand's type can help determine its target audience, marketing tactics, and overall image. Therefore, businesses must carefully consider their brand type when developing their brand strategy.