In his book The Brand Flip, Marty Neumeier points out that people are not focused on products (or brands) per se, but rather on the meaning of products and brands.
Consumers don’t only think of a brand in terms of tangible physical characteristics and functionality, but instead are much more interested in the psychological and emotional meanings associated with the brand. How do I feel when using the brand? Is this brand consistent with my values? Does this brand help me become the person I want to be?
Brands that provide the most desirable psychological, emotional, and identity meanings will enjoy the strongest relationships with consumers and likely marketplace success.