Such as the following product example: The product makes two successful promises to users: a rational promise and an emotional promise, the first and clearest: it executive list can save consumers energy and money. It entices consumers to pay the premium price for the product as an investment, not just a gadget, but it's not the real "why" people executive list buy. Would the company be equally successful if their marketing image looked like this: Probably not, and even if these two WiFi-connected thermostats do exactly the same thing, it would be hard for a company to sell such a product at a premium price.
The second promise the product makes is more subtle but more powerful, saying: "No other thermostat in the world looks so good." This executive list commitment is aimed at consumers who value aesthetics, a clean user interface and unique product qualities that set the product apart from the competition. It's an emotional and ideal commitment, and like almost all successful consumer products, the emotional factor is a big reason executive list why people pay unreasonable prices for highly rational devices. In the above example, the clean design and brand values drive the target consumer to pay, but whenever someone questions the unreasonable purchase price, the rebuttal is simple.
It saves us energy, which is A long-term investment, we will save so much money.” 2) Brand premium The valuation of a consumer hardware product is the difference between the cost of selling the device and the irrational price consumers are executive list willing to pay. The difference between these two numbers is the brand premium. A brand is not just a logo, nor a marketing copy: "A brand is a promise". A brand is an unspoken language for consumer executive list identity, which means that when it comes to buying a product, emotion always trumps reason. Instead of buying features, consumers accept promises made by brands. that is, how many new users a user who initiates a recommendation can bring.