Many do not see much of a difference and often confuse the notion of "brand" and "brand." It must be said that these are sufficiently similar definitions, but let us try to identify features that distinguish them.
What is a brand?
This is a broad concept that includes officialthe definition of a company with all the wide range of characteristics, associations and expectations that customers experience on the basis of the promises made by the brand's authors. In other words - the true meaning, which was specially invested by the creators.
Trying to understand what a brand is, you come toconclusion that this is a whole image that is inherent in a certain brand. When creating a brand, the main task is to make it unique, memorable and bright.
If we turn our attention to history, we cannote that even in the Middle Ages artisans tried to mark their goods with an original and unique sign that made the work of the master recognizable. Some of the old cities in Europe, such as Rothenburg and Salzburg, still have iron "trade marks", which marked the work of "holders" of trademarks. Unique marks were placed on bakery products, painted porcelain, woven carpets, etc.
Currently, some brands are alreadyformed an individual image, which in itself can tell about the level of prosperity or other opportunities for a person. So, for example, we can easily determine who can own a Porsche car, and who sits behind the wheel of Hundai.
Quite often, consumers for themselvesanswer the question: "What is a brand?" and determine the degree of its "status". Certainly, each has its own scale of priorities, and we all have our own opinion, which may radically not coincide with the point of view of other consumers.
However, marketers themselves are trying to simplify the choicefor consumers, because a large number of goods that exist in the modern market, put an uneasy task for the buyer. Understand this wealth of goods is simply not possible, so on the packages with the products make bright and understandable "tags" that encourage you to make a purchase, for example: "25% more efficient than before," "economical," "profitable," and so on. e.
Nevertheless, any product in the current markethas a competition and over time is morally, and in many cases also technologically obsolete. Therefore, many companies carry out effective methods of brand promotion, which allow them to "win" their segment of the market and customers.
It is possible to attract the attention of consumers tothe help of promotions, which are often carried out by companies. Effective is the method, which involves the free distribution of so-called "samplers" of products. No less result is achieved with a decrease in the value of the goods for a short period of time, in other words, the establishment of the promotional price.
The demonstration method is often practicedgoods, thus popularizing the product and familiarizing potential customers with the company. At the same time, a person is involved who can clearly and clearly answer all customer questions regarding this brand.
Also, the promotion strategy may include informative consumer phone calls.
Brand marketing is conducted with carefulstudying the strengths and weaknesses of competitors. Very effective is the procedure of consumer survey. This allows you to correct the shortcomings that customers see in the brand's products and find out what they would like to see in the company's products.
Creating a brand of any company should keep pace with its positive image. Any development of the brand requires significant investments, because further progress is simply impossible without it.
These are the basic concepts and characteristics that will help you understand what a brand is and what its methods of promotion on the market are.