A Brand is the Solution to a Need

A brand exists primarily to communicate that it offers a solution superior to its competitors. Its core function is to address a specific need, serving two main purposes: alleviating pain or providing a previously unattainable advantage. Initially, consumers identify their need within a category rather than by a brand name, which highlights that effective branding must resonate with the problem it solves or the benefits it offers. This fundamental understanding of branding remains constant, addressing intrinsic human desires.