How to understand what a brand is

Many do not see much difference and often confuse the notions of "brand" and "brand." I must say that these are fairly similar definitions, but we try to identify the features that distinguish them.

What is a brand?

This is a broad concept that includes the official definition of a company with a wide range of characteristics, associations and expectations that customers experience based on 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 to the conclusion that this is an 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 can see 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 dishes, woven carpets, etc.

Currently, some brands have already formed 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 themselves answer the question: "What is a brand?" And determine the degree of its "status". Of course, everyone has their 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 choice for consumers, because a large number of goods that exist in the modern market, set the buyer a difficult task. Understand this wealth of goods is simply not possible, so on the packages with the products make bright and understandable "labels" 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 modern market has a competition and, in time, morally, and in many cases is technologically obsolete. Therefore, many companies carry out effective methods of brand promotion, which allow them to "win" their segment of the market and customers.

To attract the attention of consumers can be through advertising campaigns, 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 method of demonstrating the goods is often practiced, thus popularizing the product and familiarizing potential buyers 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 a thorough study of 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 market promotion are.