Aspirational brand  From Wikipedia, the free encyclopedia Jump
to: navigation, search   An important characteristic of an
aspirational product is that the part of its exposure audience
that is at present economically unable to purchase it, thinks of
itself as having a fair probability of at a certain point in the
future being able to do so. This part of the exposure audience
is referred to as the aspirational audience, whereas the part of
the exposure audience that already can afford the product is
called the consumption audience. Consumption audience and
aspirational audience together form the aspirational product's
target audience, which typically represents 30%-60% of the
exposure audience  Weak aspirational brands have target
audiences that are almost as large as their exposure audiences
(e.g. mp3 player brands), and are therefore slowly becoming
commodity brands, e.g. brands with consumption audiences that
coincide with the exposure audience (and therefore, brands
without an aspiring audience).  As a gen