This was asked on Quora the other day, here is my extremely short answer.
A brand is set of ideas that are perceived. Some of it may be tangible benefits, while other would be aspirational. In both cases, in order for the brand to be successful, either of them have to be fulfilled.
- Apple – A person would not buy iPhone just because its a good product. He or she would probably buy it to make a statement, that they belong to a certain class. The post-purchase experience makes them believe that its really an exclusive club that they have entered, this reinforces the brand, and drives more sales, which leads to more reinforcement.
- Xiomi – This is somewhat a ‘value for money’ brand. This will be reinforced more by actual product. People would buy it, use it pragmatically, and recommend when it performs to the their expectations.
So to sum it up, you would need to fulfill the promise of your brand in order for it to be successful.