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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. One can even say that these two concepts are eternal and inseparable companions. In part this will be true. However, they still have some differences. They can be formulated as follows. A trade mark is a legally certified production right for the producer of goods . This is what distinguishes it from other producers documentarily, you can say. The brand exists at most in our minds. This is a set of certain positive stereotypes about the product, diligently created by marketers. Perhaps the first known trademark is the brand of an Egyptian artisan who left his mark on the product. Trademark itself was used as such in the Middle Ages, when workshop craftsmen marked their goods in a special way.

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. No wonder we live in a world of advertising! Producers of chocolate assure that their product is the sweetest, the brands of children's clothing insist that their fur coats are the warmest for kids. Everything is aimed at creating a positive image, which in the consumption society objectively outshines the quality. Hence the margins for brand popularity, because buyers perceive it as an integral part of the product.

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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