Balancing physical and emotional values

Most brand managers focus a lot on the physical values of a product. Quality, packaging, design - all those are examples of important things in order to convince and keep customers. Managing to reach the expectations of the customers over and over again when it comes to physical values, will keep a business growing.

To grow a strong brand, you also need to nurture some emotional values of the products. Build a positive image which the customers can relate to.

The strongest brands do usually have a clear balance between physical and emotional values.

Arla is one of the strongest brands in Sweden.