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WotD: Aspirational brand
Aspirational brands are the ones that consumers aspire to own or be associated with.
They represent a particular lifestyle or status that the consumer wants to attain.
These brands are often associated with luxury, exclusivity, and high quality.
Some well-known examples of aspirational brands include Apple, Rolex, and Chanel.
These brands have a certain cachet that attracts consumers and makes them feel special.
An aspirational brand is one that is perceived as desirable and exclusive.
It is essential to note here that exclusivity goes hand in hand with rarity.
Aspirational brands are often seen as unattainable or out of reach for the average consumer, which is what makes them so desirable and sought after.
One brand that has been losing some of its aspirational quality is Mercedes-Benz.
While still a luxury brand, it has become too common, diluting the brand’s exclusivity and prestige.
Mercedes-Benz used to be associated with the elite and wealthy, but now it is seen as accessible to a broader range of consumers, leading to a loss of aspirational brand appeal.
That’s one of the reasons why Mercedes Benz has cancelled its A-Class.
The A-Class was a glorified Honda Fit or Mazda 2 with a Mercedes-Benz price tag.
To maintain its aspirational brand quality, a brand must remain exclusive and desirable.
This means maintaining a certain level of prestige while remaining out of reach for the average Joe.
It must also continue to innovate and offer high-quality products and services.
If a brand loses exclusivity, it can quickly lose its aspirational brand appeal.
Flesch-Kincaid Readability Test
This post is understandable by someone with at least a 9th-grade education (age 15).
On the Flesch-Kincaid reading-ease test, this post scores 51.
The easier a passage is to read, the higher the score on a scale of 0 – 100.