So: Brand – a mental construct, a set of images, thoughts, and all the symbolic information associated with a particular company and (or) service. Brand serves to create associations and expectations of the product. For a better understanding of brand, it is also important to know: The name of the brand (brand name) to denote any element of a set of images, thoughts, and symbolic information, which may say, and (or) to record. Here lies the most errors in defining the brand, as in "poposovom marketing" often do not talk about the brand and the name brand. The brand name often corresponds to the name of the registered trademark (trademark verbal writing). Perception of the brand (brand recognition) is composed of experience with the brand (the direct use of the product) (brand experience), as well as through the influence of advertising, design, commentary society. All the experience gained through the direct use, plus expectations for the use of the product or service, that is all the psychological attitude, as expressed in the form of symbolic structures in the head of the consumer, known as brand image (brand image). At Deputy Finance Minister you will find additional information.
Branding – the marketing is narrow tool, use it, due to many factors (for objective reasons), can a limited number of companies, this is neither bad nor good, this is an objective reality. For the real benefits of the brand as a company asset, you can include the following cases: 1. When positive emotional perception of the brand reaches a certain critical mass in the market, the brand reach of the franchise brand (brand franchise) and will have a certain value. Brand value (brand equity) shows the total value of the brand to its owner, and usually it is based on cost of ownership of the franchise brand. In other words, the brand value shows how much money you can get from selling brand franchise ownership, but this amount of money may differ from that of a franchise brand (not the actual advantage for the regional companies, as well as a rather narrow tool used to be able to use it. In general, transfer or sell the brand can not, you can sell the rights to use identifiers brand.
You can not sell other people's opinions about a product, you can not sell this product to other people performance under this 'label'. A typical example of Zimaletto, bought" from "A – media" by Sela. Sela has acquired ID, which in the minds of target audience, c which would work Sela, were related, did not they associations that were needed). 2. On the one hand, the 'brand' is not 'Harry Potter', which will solve all the problems of marketing. But, over time, even in the absence of advertising, the advertiser can initially lose up to 30% of consumers But still, will abandon the branded product with a very low rate. The presence of the brand (s) in the company's assets gives it additional capabilities, but there is a universal economic law is valid: degree of reward is proportional to the degree of risk. The strategy of branding products (the company) is sufficiently risky (requires considerable resources: time, financial, human). The choice of strategy Branding will determine not only the company's marketing goals, but also all its business processes, any actions and steps. In terms of branding verified communication strategy will promote stability brand, ie, situation where the brand will be the same for different people the same perception and brand image will always be different for different social groups