The recognition of a trademark is of interest to any person who decided to start a business of his own. The first step to profit can be just the clarification of the concept, symbols and other features of the future business. Having learned what a brand is, an entrepreneur will get a better chance of making his business profitable at the expense of recognizability and competitiveness.
Brand - what is it?
This term is a product or service produced by an officially registered legal entity. A distinctive feature is the recognition of the brand and the ability to sell it, expand or make other modifications. To understand what the word brand means, it is important to remember that its trademark and product are strictly protected by the laws of any country.
What is a laxtery brand?
The concept of luxury goods is significantly different from the mass one. Its creator focuses on images in the mind of the consumer, associated with a luxurious lifestyle, which many want to imitate. Advertising luxary-clothes or perfumery implants the idea of choosing someone who dares to buy and spend a tidy sum. Laksheri brands do not always use rare components in the production of goods: they often simply exploit love for big names. Cosmetic brands openly acknowledge that 70% of the value of goods is formed through exclusive packaging.
What does the brand replica mean?
You can talk about the stunning popularity of a product when it is so recognizable that third-party entrepreneurs dream of it. The world leader in counterfeiting branded clothes , cell phones, cosmetics, accessories and perfumes is China. Copies of famous brands are produced in this country by handicraft method and the price tag for counterfeit goods depends on their quality. The Chinese acquire a fashion novelty in a single copy and make a replica using cheaper materials and processing methods.
Fighting fakes is carried out by the originators themselves, as well as by legislators. If customs officers manage to find a large batch of counterfeits on the border, the goods are subject to immediate destruction. Chanel-level corporations, Gucci and Valentino prove that such a brand is an original way. Any customer of branded boutiques, sales consultants are informed that he came in fake clothes or brought a fake accessory. In the Chanel store, for example, decided to save the guest and even tear the bag as a sanction for the love of inexpensive copies.
What is branding?
After the registration of a legal entity, the time of active promotion is coming. The commercially verified name is small: it will require acquaintance with the goods of the maximum number of potential buyers of the brand. Each of them connects the association from the logo, the concept and the planned purchase with the slogan and design seen. Personal branding is done by an advertising specialist to create a recognizable product and build a good reputation.
What does rebranding mean?
It is difficult for beginners to apply the most successful strategic planning , the brand name and the list of goods from the first time. A professional with experience has to face the fact that the competitor has more interesting products or the concept of his company is hopelessly outdated. Rebranding implies a complete or partial change in product positioning, visual filing (logo, packaging), slogan, etc. Rebranding objectives in both cases are the same:
- repositioning of goods;
- change the way the brand is supplied;
- introduction of new products or services.
What is a brand book?
In the modeling business, it is customary to use a portfolio for the presentation of girls who want to participate in product shows. Representatives of the designer can find in it a photo, a list of successfully conducted campaigns, the cost of services. To answer the question what is included in the brand book, it is required to draw an analogy with the portfolio. This concept implies:
- a set of official documents;
- revealing the concept of the brand;
- the purpose of its creation;
- cost and order of advertising;
- description of the target audience of the product.
If you look at small firms, not all of them have such a brand portfolio. Unwillingness to pay marketers for his development prevents the sale of goods and the pursuit of goals. For example, when referring to creating a website for a programmer, the manager will not be able to convey in full what the brand represents and what web page it needs. Companies selling such goods as advertising, a portfolio with a selection of papers will save time on familiarizing customers with the terms and price.
Types of brands
The brands can be distinguished by the products sold, the price segment and the development policy being pursued. The existing division was invented by Western and American marketers even 20-30 years ago. Classification of brands distinguishes all existing corporations into types such as:
- Family - production of related categories - for example, perfumes and cosmetics.
- " White" - the goods produced by the brand are sold exclusively in one network of stores.
- "Combat" - brands of this type spend a minimum of funds for PR at the maximum sales of goods.
- Umbrella - brand recognition allows you to sell the same product under different names.
- Joint - the union of two well-known manufacturers to create one product.
- Expanding - in the charter of such a brand is the desire to regularly increase the number of branches and the volume of output.
How to create your own brand?
Promoting the brand from scratch is not an easy task, sometimes the most qualified professionals in their field can not cope with it. Any business requires the founders full dedication: for its successful implementation has to make a lot more moral effort than for normal work. The development of the brand begins with the study of the basics of the specifics of production, marketing, organization of the working order and labor legislation. It is painstaking and tedious, but refusing it guarantees the failure of the plan.
How to come up with a brand name?
You can overtake potential competitors by learning how to differ favorably against their background. To do this most easily with the help of attracting attention by proper naming. Naming is the art to come up with a brand name that attracts the most sophisticated and whimsical consumer. Numerous sociological studies have proved that an average person can simultaneously keep in memory no more than 15 brands in each category of goods. It turns out, effective naming is the only way for a brand to be remembered by the buyer.
In the modern market, there are several ways to create a name for business, each of which has its own advantages and disadvantages. The most popular of them are:
- neymgenerator (special programs and sites-analyzers, which require the user to enter some initial data: what is the new brand will sell, what is the name of its founders and in which city will be launched);
- a professional approach (the services of market experts ready to quickly come up with a name for the brand, are offered on Internet exchanges.) An entrepreneur can place an order and pay an option to his author);
- an acronym (small business often conducts brand naming on the basis of the initial letters of the names or surnames of the founders, their place of residence or the future assortment of the brand).
How to register a brand?
Legislation under this abbreviation is understood as the registration of documentation for a trademark (trademark). Registration involves written proof of the uniqueness of the company name and its range. The creation of a brand begins with the preparation of an application to the state patent agency, after which the body conducts a review and examination of the future brand. If there is a firm with a similar or similar name, the businessman is offered to make corrections in the name of the brand.
Promotion of the brand
When the company is already registered, the period of its promotion begins in order to profit from the sale and expansion of supplies or the number of representative offices. The promotion algorithm consists of several steps:
- The choice of a kind of "business card", allowing to determine the brand identity of the brand (this may be unusual packaging, surprises for each purchase or discount cards for loyal customers).
- Modern brand positioning (launch of a site or blog with an address similar to the name of the company).
- Promotion through social media (provision of goods for test bloggers).
Legendary brands
The fact that there are many brands in the world, already established base of regular customers and wide popularity, does not surprise anyone. For some brands, the path to success has taken decades, while others have a few months or even days. Annually influential financial and entertaining editions make ratings, which include the most famous brands.
Every year studying the list of these leaders, you can make a curious discovery. Over the past few years, brands that occupy the first lines, change places with each other, rarely falling out of the rating. Famous brands of the top five are traditionally included in this list of goods and services:
- Apple (produces laptops, tablets, music players and smartphones with its own operating system).
- Google (the international Internet search engine).
- Microsoft (the development of the brand allowed to create an incredibly popular set of custom programs Microsoft Office)
- Coca-Cola (carbonated soft drinks).
- Facebook (the world's first social network, the developer of which is Mark Zuckerberg ).