Almost every one of us might have heard about Crush. Many might secretly be having one in their Schools/Colleges/Offices. A Crush is a slang and it means a burning desire to be with someone who you find very attractive and extremely special. Someone who fascinates you or someone you badly want to be with and you are really mad about them.
This also applies to a Brand. When you badly want to own a specific Brand which currently you can’t own due to some reasons, but you wish one day you will possess it and you start fantasizing about it. This is called having a Crush on a Brand. In Marketing Terms or let’s say in Consumer Marketing Terms, this is also known as Brand Aspiration or Aspirational Brands. An Aspirational Brand is more successful than an Inspirational Brand.
Every Brand aspires to reach this stage. A Brand is said to have accomplished its Brand Objectives when people start desiring it and it becomes their dream to own it. These people, even when they don’t own the Brand, actually believe in the Brand and spread the similar message whoever they meet. This automatically helps in elevating the image of the Brand. People usually share their dreams or life goals with their loved ones. They keep praising about the Brand they aspire/desire to own someday and this automatically strongly promotes the Brand and strengthens its image.
But how does any Brand reach this stage? How does a Brand create such an image where people start fantasizing about it and badly want it?
There are some important aspects that need to be taken into consideration.
A Brand can only create such a strong image for itself if:
- The product/service it promotes promises of great quality and it proves successful in fulfilling it
- The satisfaction levels should be very high and for that the size of Target Audience should be small. Only then the needs of these audience can be satisfied.
- The Brand should create a sense of pride among the stakeholders (Customers, Employees, Associates) of the Brand. Once this is done, the Stakeholders will themselves start boasting about the Brand and they will start making the non-owners realise they are missing on something and eventually make them find out more about the Brand and create a desire in their minds to own that Brand.
Once a Brand achieves this it is easier for it to charge a Premium Price and people are ready to pay that Premium Price to own the Brand.
Premium Brands are present in almost all categories.
For Example:
Mobile Phones/Smart Phones: Apple, High-end Phones of Samsung, Sony, BlackBerry, etc.
Automobiles: Mercedes-Benz, Audi, BMW, Jaguar, Land Rover/Range Rover, Ferrari, Rolls Royce, etc.
Clothing/Apparels: Versace, Gucci, Louis Philippe, UCB, Levis, etc.
Wristwatches: Rolex, Rado
And many other categories have those Premium Brands which are Aspirational Brands and people have a Crush on it.
It takes time, efforts, research and investment to reach the stage where your Brand becomes an Aspirational Brand. It does not happen overnight.
People set vision for their Brand to become a Premium Aspirational Brand. But many times in the Brand Building process they often compromise with the vision & objectives for various reasons like sustainability, faster growth, competition, etc. and due to this their Aspirational value decreases. If a Brand sticks to its Values for a longer time, it develops an Attitude of its own. This attitude eventually get converted into the Brand Image and people start respecting and believing in the Brand as sophisticated, elite and a strong Brand.
Read more such Branding-related Articles at
This Article has been written by Mr. Apoorv Houzwala, who is currently the Founder Director and a Brand Consultant at Welworth3G Advertising (A Brand Consultancy Firm) and is a Consultant to Welworth Creative Media (A Media Consultancy Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.
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Comment by Keerthi Kadam on April 14, 2016 at 11:29am

Nice article Apoorv.

Secret Crush: Lamborghini (not secret anymore) :)

Biggest Crush: To own  majority stake in Alphabet Inc. (Google) What a great brand! 

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