Drivers of brand desire amongst new-age consumers in India

livemint.com:

Subscribe to enjoy similar stories. When times are brimming with hope, options and changing consumer expectations, the only way for brands to stay relevant is by becoming consumer-focused and dipping into the innermost desires of customers. Desire is an emotional force deeply rooted in the human psyche; the same vigour drives discoveries and inventions and fuels breakthroughs.

In India today, where cultural heritage intersects global ambition, understanding and igniting this desire in consumers requires balancing rational value with emotional resonance, creating compelling communication that connects to consumer aspirations. Every time a brand has a human interface, it arouses deep-rooted physical, psychological, sociological and cultural reactions in the audience, exerted as a ‘force of attraction’ by the brand. This intrinsic capacity of a brand to arouse the audiences’ interest and create a magnetic pull towards itself is brand desire.

Brand desire is built on four critical foundations: rational, emotional, communication and aspirational appeals. At the most basic level is rational appeal, providing consumers with a clear reason to buy. Rational appeal implies that a brand must present practical value that reassures consumers it can deliver on consumer expectations.

This is crucial in India’s discerning market, where consumers demand uncompromising quality and high dependability at a reasonable price. Emotional appeal, the second foundation of brand desire, deepens desire by helping the brands connect with consumers personally, speaking to memories, values and identity. Going beyond functionality, emotional appeal creates a bond that aligns with shared experiences and values.