Consumer benefit

As Consumer Benefit ( Engl. : Consumer benefit ) is the marketing of the sub- advertising concept referred explaining to the customer the benefits of the product.

The Consumer Benefit deliberately addresses the needs of the target group and sets the advertised product apart from other products of the competitors through the described benefits. A distinction is made between the basic benefit and the additional benefit of the product; in the case of similar competing products, emphasis is placed on the additional benefit.

Additional benefits can be roughly divided into:

• Performance benefit (rational) that emphasizes the performance of the product
• Expert benefit (egotistical) that conveys knowledge about the superiority of the product
• Trend utility (social) that demonstrates the target group's desire to belong to a certain group of people
• Validity benefit (sensory) that addresses the profiling and prestige needs of the target group