What types of brands exist?

There is a major difference between plain products or services and brands. Products and services perform a function whereas a brand offers emotion. Brands do not just fulfill a customer's needs, they also fulfill a customer’s wishes.

For example: I may need a cup of coffee, but I want a Nespresso.


There are many types of brands and below you will find a list with the most common ones.


Product brand


Products become branded products when you win awareness in the marketplace because your product has compelling characteristics that make it different and better than others in the product category.


  • Rituals
  • Nespresso
  • Samsung Galaxy

Service brand


Services cannot be seen and and harder to factually differentiate than products. The ideal service brand merges the customer's needs, wishes and desires with the company's character and values.

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