Statement support
Brand can be defined as the whole image, which is gradually formed in the minds of the target audience on the basis of all information received concerning all aspects of the legal owner of the brand. Brand success will be notable if the customer desires to purchase the product under defined brand as many times as possible in order to meet personal needs. During evaluation of information on the product the customer chooses required characteristics, first of all, paying attention to its functionality. Product functionality means the collection of opportunities provided by the specific product. Decision-making process related to the purchase of brand product is impossible without evaluation of product functionality, because products are bought to satisfy needs and be useful. For example, the main function of the watch is to define the time, so in case watch doesn’t show time, it is unnecessary product, because customer doesn’t need it as a bracelet, even if it is a famous brand. The purpose of product purchase should meet its function.
Product functionality can be considered through product utility as characteristic of the product, which reflects pleasure and satisfaction. The consumer is quite a reasonable person, who tries to dispose his income in order to obtain maximum utility. He cannot buy anything he wants, because income is limited and products he is going to buy have a price. So the user has to choose between different products having limited income to get the most preferred in his view set of products. This set will depend on the product functionality. Therefore, the more product meets customer’s needs, the higher product demand will be.
