An example: You have to choose between two brands of car, Ford Galaxy and VW Sharan. We all recognise this situation, considering two products that are physically the same and, without really knowing how to explain it, we have a strong sense of preference for one of the two. Here lies the difference between product and brand.
And precisely here lies the problem when it comes to describing, developing and shaping a brand: Brands are irrational entities that cannot really be objectively defined, and the performance of a brand is easier to feel than it is to describe.
Brands are quite clearly the key to success because products grow ever more replaceable, creating no emotional attachment. Returning to our example: If we could rely entirely on people’s common sense, then the Galaxy would sell in significantly higher numbers than the Sharan because the Galaxy is several hundred euros less expensive than the Sharan: in fact, however, significantly more Sharans are sold.