8 What is branding?

Abrand is a name, term, sign, symbol, or design, or a combination of these, thatidentifies (идентифицирует) the maker (производителя) or seller of a product or service.

Brand is a name or symbol that is commonly known to identify a company or it’s products and separate (отделяет) them from the competition.Consumers view a brand as an importantpart of a product, and branding can add value (ценность) to a product. Branding has become so strong that today hardly anything goes unbranded.

Branding helps buyers in many ways. Brand names help consumers identify productsthat might benefit (полезным) them.

Brands also say something about product quality andconsistency(структура)—buyers who always buy the same brand know that they will get the samefeatures(свойства) , benefits, and quality each time they buy. Branding also gives the seller severaladvantages.

There are some of the reasons that branding has become a fundamental component of marketing.

They are :

1. Protection (защита)

2. Values (ценности)

3. Identification &Differentiation

4. Selection & Positioning

5. Awareness(узнаваемость)

6. Recall ( возврат)

7. Recognition( Узнавание)

9 Speakaboutbrandvalues.Расскажите о ценностях бренда

A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies (идентифицирует) the maker (производителя) or seller of a product or service.

Brand is a name or symbol that is commonly known to identify a company or it’s products and separate (отделяет) them from the competition.

Brand values ( ценность) are the code by which the brand lives and operates. They express ( выражают) how the brand wants to be seen by its consumers. Every brand has its own values, but there are some common brand values, which can be divided( разделены ) into subsets.

1)trust me ( довертесьмне)

A brand may be respected because it shows it is knowledgeable about, or has a very good understanding of, its area of expertise or its consumers

2)I am good for you

Customer satisfaction(удовлетворение) is key for brands that offer (предлагают) values like great taste, low cost, value for money or good quality. Brands speak about flexibility(гибкость) , simplicity(простота) and practicality(практичность).Being easy to use is a positive value. Some brands focus on a healthy lifestyle.

3. I make you feel

Companies can use experiences( опыт) and qualities as brand values :

Discovery: the brand helps you discover or find about things

Pleasure(удовлетворение) : the brand gives you enjoyable

Passionate (восторг): the brand gives you strong feelings

Inspirational

Fun

Active or dynamic

Luxury

4. I am your contemporary ( современный)

Brands often mirror their consumers values with their own. Young and modern brands will list in their brand values qualities like modern, innovative, creative and technological.

10 What are the characteristics and Dimensions of Brands

Brand is name, term, sign, symbol, design, or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.

Consumers view a brand as an important part of a product, and branding can add value to a product. Customers attach meanings to brands and develop brand relationships.

Brands also say something about product quality and consistency—buyers who always buy the same brand know that they will get the same features, benefits, and quality each time they buy.

I’ll explain the two opposing aspects of brand value that must be balanced to achieve commercial success — power and reach. Brands can succeed in either dimension but commercial success requires a good bit of each. By understanding both dimensions you gain a clearer idea of the direction in which your brand can grow.

“Power” refers to the preference any particular customer accords that brand. A brand has more or less power to the extent that a customer prefers it to all available substitutes. Brand power has nothing to do with how many customers prefer it – only with how much each customer prefers it.

REACH

If brand “power” is quality, brand “reach” is quantity. The greater a brand’s reach, the greater the number of people who prefer it.

Now let’s explore the common characteristics of successful brands, so you can build your brand accordingly.

1. Audience Knowledge

The best brands have a thorough understanding of the demographics of their target market, what their interests are, and how they communicate.

2. Uniqueness

Establishing a brand identity requires something distinctive. For instance, Apple has become known worldwide for their innovative products and minimalistic, aesthetic appeal. Creating an identity within a niche doesn’t demand a revolutionary idea. It simply needs to have one special thing that separates it from the competition.

3. Passion(страсть)

While it’s certainly possible to build a brand in the short-term without passion, it’s almost impossible to sustain it in the long run. When you examine massively successful people like Steve Jobs, they all have a serious passion that keeps propelling them to work hard and continually deliver greatness. That passion leads to enthusiasm and genuine joy, which is infectious.

4. Consistency(стабильность)

When consumers come back to a business for repeat sales, they usually expect to receive the same level of quality as they did the first time. Restaurants and their food and service quality are a great example of this.

No one wants to deal with a company they can’t rely on for consistency. With so many industries being saturated with competitors, inconsistency is often enough of a reason for consumers to take their business elsewhere.