Una somera descripción de cómo influyen los “grupos de referencia” del consumidor en la elección de una determinada marca
A few words about well-known TMs
The “Trade Dress” is a legal term that has evolved quickly. In Argentina, it can be registered as a TM. Its main function is to protect the rights of consumers against products or services presented in a similar manner.
Trade Dress is the non-functional physical detail and design of a product or its packaging, which indicates or identifies the product’s source and distinguishes it from the products of others.
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How a brand satisfies the human need to belong to a certain group.
Why “that” brand? Consumer preferences. The impulse to join certain “reference groups”. The socio-cultural circumstances
Basically because the consumer considers that there is an (economic) “added value” that the brand provides to his “role” within the group to which he belongs (“belonging group”). The choice of that especial brand generates in the consumer the feeling that he becomes part of a different social group to which he aspires to belong. This second group (called “reference group“) is the source form which the consumer takes attitudes, behaviors, styles, trends, lifestyles and relationship ways.