Brand and brand value
Brand and brand value

خانه Brand and brand value

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Brand and brand value

Brand and brand value

The brand debate is being debated in various circles these days. But do we all have the same and correct definition of this concept? Given the importance of this discussion in identifying companies in the market, we decided to become more familiar with the general and general definitions of this key concept in marketing science. In this short article, brand definition from the perspective of the American Marketing Association and other marketing experts is discussed alongside the concepts of branding and brand management.

The American Marketing Association defines a brand as: “A name, word, symbol, or design or combination thereof that aims to introduce the products or services of a salesperson or group of salespeople to customers and to differentiate their products from other competitors.” “A brand adds dimensions to a product or service to differentiate that product or service from others. These distinctions can have a logical, tangible, or even intangible function.”

Philip Cutler came up with a similar definition to the American Marketing Association: a name, phrase or term, sign, symbol, symbol, design or combination thereof that aims to introduce a product or service offered by a vendor, or group of vendors. And thus distinguish them from the products of competing companies.

Of course, the definitions proposed are not comprehensive and obstructive because they are criticized. This is perhaps the first criticism of the American Marketing Association’s definition of a brand. The American Marketing Association’s definition focuses more on the product and its appearance. Brands, on the other hand, are used not only for consumer products but also for places, organizations or people.

On the other hand, for a long time, brands were just a part of a physical commodity, and many of the definitions associated with it have referred to a word, or a name, or a symbol for decades. There are more brands today; A brand represents a set of expectations, refers to trust and stability, and is defined as a set of expectations.

branding

Branding is the act of increasing the emotional level associated with a product or service (company), thereby increasing its value to customers and other stakeholders. These researchers consider the value of a brand to be significantly related to the emotional attachment of stakeholders (customers) to the brand and emphasize the importance of creating such a relationship. Many recent consumer marketing research has reached consistent conclusions about the principles of emotional branding.

Some brand researchers have summarized branding in creating brand value. “When we talk about branding, we really mean the process of creating brand value,” says Wayne Jamouri. From the last decade until now, we have witnessed a growing trend of corporate branding compared to product branding. The goal of corporate branding is to create a favorable situation for the name and logo of the organization through its various stakeholders. Knox and Beckerton use the same traditional definition of product branding for corporate branding, both of which aim to differentiate and promote other existing brands. Of course, these authors believe that corporate branding is much more complex because it requires proper management of the interactions of all stakeholders that are different in terms of characteristics. Acker also believes that a corporate brand (organizational brand) can create leverage, synergy and transparency, especially when the environment is complex and confusing.

In the private sector, the importance of branding is so great that it is an essential part of the strategy at the overall level of the organization. This issue has made the brand strategy have a special place in the overall strategy of the organization.

Brand management

According to Alan Michel, brand management is the transparent, purposeful, and sustainable beliefs and relationships on which companies create value for their target customers and somehow manage their brand.

He introduces brand management as an integral part of branding and believes that a brand can never be created simply to perform a set of activities called “creating a brand” because several factors are involved in forming a brand.

Kafffer summarizes brand management in having a strategy for the brand. To manage a brand, having a strategy is a necessity. Brand strategy is an essential element and driving force for corporate marketing programs. Establishing a brand position in relation to competitors and targeting specific consumers, reasonable pricing, communication with partners and any policy to support the brand are among the factors that are of great importance in this regard.

Michelle points out that brand management can free many companies from the trap of “brand narcissism” that may ensnare some because companies must constantly strive to promote their brand.

Product branding value

Product branding policy is of particular importance not only to manufacturers but also to retailers and consumers. It is important for retailers because customers buy the products they need from stores that offer their brand. Some retailers choose a particular brand, thereby gaining more customer loyalty; Like chain stores that use their brand to sell consumer products in different parts of Tehran. Consumers, however, may make the most of product branding because they make better purchases by identifying competing products through brands. They can not buy products that do not satisfy them, and remain loyal to brands that satisfy them.

Naming strategies

Companies can use different strategies to name products. These strategies include:?) Manufacturer naming?) Wholesale and retail naming?) Mixed naming methods, and) Generic naming.

1) Manufacturer’s naming: In this method, the manufacturer uses two naming methods.

The first method is to name several units. This method is also called family naming. (Like pleasant productions, Mehram and Vitana)

This method has several advantages. Consumers who are satisfied with a pleasant salad dressing may also be inclined to buy pleasant jams. With this method, less money is spent on advertising, so the choice of the same brand for related products is increasingly increased. Unit naming also causes retailers to accept to offer products. Retailers who find that consumers are happy with China Tomato Paste also find it easier to accept Chinese Tomato Sauce.

However, this method also has disadvantages. Poor performance of a product may have a negative effect on other product line items with the same name and logo. For example, if it is proven that there are pathogens and preservatives in pleasant products, it will cause the loss of a pleasant overall image and all pleasant products will be questioned.

Another way to choose a name is to choose a separate name and logo for each product. This strategy is useful when each name is offered in a market segment. Like Behshahr Industrial Group, which has chosen brands such as Nasim and Pooneh for toothpaste and different names for detergents, shampoos and other items. This type of naming costs more than the unit naming method because the company has to do separate advertisements for consumers and retailers of each brand of new product. The advantage of this approach is that each product name is specific to one segment of the market and eliminates the risk of a product failing over other products.

2) Private naming for applicants for retail or wholesale of products:

In this way, companies offer manufactured products under the brand requested by wholesalers or retailers. For example, in cooperative and Sepah stores, many items are prepared and offered with their desired name and brand. Manufacturers use this method of branding when retailers have many branches and are well-known.

The advantage of using this method for the manufacturer is that the usual advertising costs are transferred to the retailer or wholesaler. It goes without saying that this requires risk. Because producer sales are highly dependent on retail or wholesale activities.

3) Mixed naming:

Mixed naming strategy is a method that is between the two methods mentioned earlier. Some manufacturers label their products with their own brand and others brand others as retailers or wholesalers. This method of naming products depends on internal strengths and weaknesses and external opportunities and threats.

4) Generic naming (without branding):

In this way, products are marketed without a specific brand and only by mentioning product specifications such as mushrooms, beans, peas, shoes and the like. In simpler language, a description of the contents is written on the product packaging and the product does not have any brand or mark. The advantage of this method is that prices can be offered at a significant discount. In recent years in Iran, this method of branding has been used to supply drugs.

Suitable brand

There are several criteria to consider when choosing the right brand that is difficult:

A) The brand must describe the benefits of the product; Like a sharp razor and a delicate handkerchief that describes the salient features of these products.

B) The brand of products should be attractive, expressive and expressive and remain in the memories, such as snow powder, bridal soap, Samand car that evokes white snow, clean bride and Samand movement and speed. Usually when we choose a memorable name by one of our competitors, we try the same name.

C) The product brand must be appropriate to the company’s activities with a mental image of the product. Taste, Zamzam, Behnoosh and Shadnoosh express the palatability and health of food products.

D) Ease of pronunciation: All different classes of potential consumers should be able to pronounce it easily and without any problems. So that after a while it becomes part of their everyday language.

E) Remember: The name of the product should be such that people can easily remember it and not forget it when necessary, because if the name of the product is forgotten at the time of purchase, many people will skip the purchase due to shame, and They are not satisfied with taking some time for the seller to remember the name by giving signs.

C) Ease of advertising: One of the effective factors in choosing a name is the ease of its use in advertising, both orally and in writing.

Any difference is not a distinction

Effective managers make meaningful differences, not offer the same better product. Now you may ask how these distinctions can be made. In this regard, the following ways can be suggested, which are:

?) Product differentiation such as features, performance, quality stability, durability, reliability, repairability and especially the price is lower.

?) Differentiation in services such as shipping, delivery, installation, customer training, consulting, repair.

?) Distinction in employees such as politeness, credibility, reliability, accountability, communication skills and ….

?) Distinction in the mental image such as symbols, events such as the benevolence of the producer is in the interest of the people and especially the consumers.

Of course, as mentioned earlier, you are able to differentiate yourself and your products from people in a variety of ways, just do not forget that there is a lasting distinction that is useful, benevolent and real. “Think Thoughtfully”

Author: persian / Date: 2017-10-26
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