Smashability

One concept of Consumer Behavior that immediately caught my attention was smashability. The degree to which a product can be destroyed and still recognized amazes me. I personally have experienced this several times. For example, you may be walking on the street and you see something red off to the side of the road. As you look at it you see some gold figure and immediately think of McDonald's. People know what it looks like so well you could do almost anything to it and still recognize it.

It seems the more smashable a brand is the more brand value it has and the more people recognize it. Coca-Cola is said to be the most valuable brand in the world and just the name is worth millions. Brands such as this are incredibly easy to recognize even when they are torn to pieces. Products that are less smashable such as old shoes where the logo has fallen off do not have the same value. They can be destroyed and most people will not easily recognize them.

This concept can really help a brand. If they are successful at creating a smashable brand they have to be very well known and everyone has to know what it looks like to be able to recognize it. Marketers try to create smashable brands to develop stronger relationships with their customers and create a new stronger value in their products.