Solution brand

A solution brand is a very respected symbol-intensive brand that covers a wide range of consumer segments and/or product categories. Solution brands generate auto-directed emotional benefits on the people who adopt them, such as reassurance or a comfortable sense of conformity. They typically hold a global leading position offering a wide range of products in very competitive and cluttered sectors, such as Mitsubishi, Microsoft, Samsung, Nestlé or Mattel.^[1] Often, these brands, were formerly authority brands that exploited their knowledge on different categories, like Sony, or Icon brands that extended their symbolic value on different customer segments, like Levi’s.

References

1. Saviolo, Stefania; Marazza, Antonio (2012). Lifestyle Brands - A Guide to Aspirational Marketing. Palgrave Macmillan. ISBN 978-1137285928.