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Lifestyle brand


A lifestyle brand is a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer's way of life. They often operate off an ideology, hoping to attract a relatively high number of people and ultimately becoming a recognised social phenomenon.

A lifestyle brand is an ideology created by a particular organisation’s brand (Schmitt, 2012). It pursues to embody the identities, interests, lifestyles, attitudes and opinions of an individual, group or culture. An organisation achieves a lifestyle brand by focusing on evoking an emotional connection with its consumers. Therefore, organisation can create a desire for a consumer to be affiliated with a particular group or brand. Furthermore, the consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand. For example, portraying self-expression using a brand on social media.

As individuals have different identities based on their personal experiences, choices or background (including social class, ethnicity or culture), an organisation must understand to whom it directs its brand. By operating off a lifestyle brand ideology, an organisation’s ultimate goal is to become a recognised social phenomenon.

Lifestyle brands operate off the idea that each individual has an identity based on their choices, experiences, and background (e.g. ethnicity, social class, subculture, nationality, etc.). Lifestyle brands focus on evoking emotional connections between a consumer and that consumer's desire to affiliate him or herself with a group. Some recent contributions have defined lifestyle brands as one of the possible ways of consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand or other symbol-intensive brands.

Factors that influence consumer decision process

It is evident that consumers in our modern world continually face multiple decisions with regard to product choice due to many competing products, such aspects as a products attributes have been shown to be involved in the consumer decision process (Catalin & Andreea, 2014). A number of factors can be identified that affect a consumer’s choice of product brand which influences their lifestyle. Consumers are known to choose a brand that is acceptable to their self-image that they are trying to portray. This has left companies having to re-establish and position their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.


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