Creating meaningful brands: The impact of changing dimensions of brand benefit on the consumer

Social transformation during 21st of century, period of information and technology, created changes in the market, it's dynamics and the consumers. Consumers have myriad of options in all fields in terms of brands and goods. Within this context, the options that are provided by businesses play a vital role. Commitments that are provided consist of the extent of the benefits which can be classified as symbolic, rational, personal, emotional and functional. Based on its Meaninngful Brands research, Havas Media elaborates the extent of these benefits - in this era of consumers' level of information and expectations are rising- through three dimensions; functional, personal, and collective. Drawing on this results, the research aims to reflect the impact of the scope of brand benefits on consumers. In this trajectory, three different adverts which includes the benefits for each brand are designed. The research has been conducted with a mixed methodology. Within the scope of the quantitative section of the research participants were provided with an attitude scale towards the ad. For the qualitative section they were asked open ended questions towards the ad and the brand that took place in the ad. The results reveal that the attitudes towards the ad with collective benefit is more positive in comparison to the attitudes towards the ads with functional and personal benefits.