4-D Branding

This article is about 4-D branding, which also a book is written by Thomas Gad. Let us try to have clear understanding of what 4-D branding is all about as directly from book.

“It is a four-dimensional model for understanding brand strengths and weaknesses. It can be used to create a new brand or analyze the strategic options for established brands. The model enables companies to create their own unique ‘brand cose’ or mindspace’, the unique corporate DNA, which can be used to drive every aspect of a business- from product innovation to recruitment.”

The 4-D model consists of”

The Functional Dimension: it describes the unique features of a product or service.

The Mental Dimension: it creates an individual experience through the brand, as Nike did with ‘Just do it’. It builds value in the mind of users.

The Social Dimension: it speaks about the experience of the consumer as a user, as Starbucks did when it introduced European case culture into the US.

The Spiritual Dimension: it talks about what the brand stands for. The 4-D brand goes right to the core of the customers’ systems of beliefs.

 

Let us take an example of Nike, Social Dimension associated with NIKE is SWOOSH. It is a dream trademark for NIKE. Whether Nike uses its name or not, people can recognize that Swoosh belongs to NIKE. This is a powerful branding and social dimension associated with this small sign.

Moreover it is not always true that money creates brands, if it is to be true then big companies would have always made string and powerful brands. Before making brands the company should be knowing what its brands stand for. While in this case Nike Air, special shoes with special techniques which gives sporty looks and comfort to the user is what Nike stands for. This is a Functional Dimension to that.

One of the small and again strongest punch line in the world is of once again Nike ‘JUST DO IT’. This exactly is what is required to support an individual mentally.

On the other hand, spiritual dimension talks about global or local responsibility of a company depending on the business of the company. As per Nike’s business, Anti-child labours is one of the perspective of Nike.

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In a similar way, we can apply 4-D branding to any existing or new brand. Branding is all about building and maintain relationships with all stakeholders. Great brands touch people directly or indirectly so now