Why is the value brand a brand? That is because the brand itself has value. Consumers are seeking not the product itself but the value attached to that product. For example it is a wallet, but if you only want the functionality of a container for keeping money and carrying around, you do not need a brand there. It is because you only have to pursue the functionality that you can store money. The reason why consumers want to acquire Louis Vuitton wallets and Gucci wallets is because they have added value beyond functionality in their wallets. Value is not from the viewpoint of the seller side but from the viewpoint of the consumer who is the buyer.
brand needs to be differentiated from other products clearly and differentiated. Customer's loyalty tends to be difficult to grow because average, something safe, ordinary one is hard to be established as a brand and can be replaced by other products. As a result, the value of brands with no special features tends to decline. How to develop identity and individuality increases the value as a brand. Product without originality has the disadvantage that it is difficult to give consumers the image that this brand is like this, it is hard to rest in impression.
order to grow as an empathic brand, it is necessary for customers to receive sympathy as "good" from customers. People who sympathize become customers, become fans, become brand believers. The branding strategy will change depending on whether you want empathy for that layer. The more brains can be gathered, the stronger the power as a brand will become. Sympathizing is to become a fan. Fans purchase products and spread them at word of mouth. And new consumers will sympathize, empathy will create a good cycle for the brand.