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A brand is the foundation of a brand
Nowadays, mass consumption of goods, numerous small and large markets, all kinds of producers, brand names, constantly flashing before our eyes, striving to get into our field of vision from shop windows, posters, city lights, TV screens, it is very easy to get lost in the main categories Modern consumer system. Indeed, many people believe that the concept of brand and brand is one and the same. However, it is not. Concepts are really related, almost always accompanying each other.
As you can see, the practice of marking one's own works goes back centuries. After all, this is the official securing of property rights. But the concept of the brand, although it had its forerunners in the same Middle Ages, but was fully born only in our century of global consumption. The desire to attract a buyer to their own counter and to circumvent cunning competitors led to the creation of simply brilliant advertising companies in recent decades. So, sandwiches from McDonald brothers that are not attractive for their taste qualities became known to the whole world. And the name of the company Xerox has turned into a common name for all devices of this type. All these are examples of successful advertising.
And if the creation of a trademark is to register it, then creating a brand is a much longer and more complex project. The fate of the manufacturer depends on him in many ways.
Interestingly, a brand is not always a brand name match. Legally, it can exist under a different name, than millions know it. Moreover, the show wars of brands, allegedly competing with each other, in practice are sometimes a clever PR move for the promotion of both firms. As happened with the eternal rivals Pepsi and Coca-cola, owned by a single investor PepsiCo.
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