When a brand is considered particularly desirable and attractive by a certain group of customers, we call it brand desirability. It develops in the presence of a good value fit – meaning when the values of consumers closely match those of the brand.
If a brand can manage to demonstrate its promise at as many brand touchpoints as possible, it will retain customers for the long term and turn them into fans. For many brands, brand desirability grows over the course of their brand development – this is a process that takes patience and endurance.
Once strong brand desirability is achieved, brand management has to maintain this position by means of strategic action. Consumers are then usually willing to pay higher prices. For instance, customers tolerate a price markup of 1000% for Nespresso (compared to roasted coffee from Aldi) because of its desirability.