Brand and brand
Brand: A name, phrase, design, symbol, or any other attribute that identifies a particular service or product by which it is distinguished from other similar products and services.
“brand”; A design, symbol or any other feature that characterizes a particular service or product!
A brand is a name or symbol that is used to sell a product or service, although it is clear that the purpose of creating a brand or brand is beyond the sale of goods or services.
A strong brand is able to play a broader strategic role in a business. In addition to dominating target market share, business letters create options for business growth and while retaining, retaining skilled and talented employees improve their value to stakeholders.
The legal title of a brand is a trademark and the Persian equivalent of the word brand is anonymous.
General brand definition
A brand or brand name is generally a set of mental, emotional, logical and superior perceptions that a customer gives to a product or service based on its brand name among similar products!?!
Mental associations of people from Nescafe brand
Associating concepts (such as: quality and speed) and communicating with images and profiles are the advantages and benefits of a brand, which is called brand language.
In a way, the quality of brand communication is the basis of the decision to buy it
Will be located in the customer’s mind!?!
Defining a brand from the perspective of customer behavior analysis experts
A brand definition is something that the audience or customer associates with seeing, hearing, feeling, or any connection to it mentally (conceptually), visually (visually), or verbally (verbally) its characteristics in their mind and heart. he does.
Brand is the knowledge and awareness of the customer about your product or service, the brand that the customer consciously or unconsciously has when buying your product or service.
Marketing, Advertising and Public Relations Guide for Managers; Barry Cullen
From a business standpoint, a brand is “any name that is used directly to sell goods or services.”
A brand or brand, in addition to a name, always offers visual effects such as a logo or sign.
In other words, it has a unique symbol (logo), design, trademark (Trade Mark) and. Unique and distinctive. Therefore, the standard definition of a brand can be expressed as follows:
A brand is a name or symbol used to sell products or services!
The position and roles between customers and manufacturers in creating a brand.
Common and standard definitions of brand:
Brand is a person’s inner feeling about a product, service or company, which is called brand mental association.
Brand is an esoteric feeling, because we are all ultimately emotional and intuitive beings, despite our best efforts to be rational.
A brand is a person’s inner feeling, because it is ultimately defined by individuals, not by companies, markets or, so to speak, the general public. Everyone creates their own personalized version of the brand, while companies can not. To control this process, they can influence how this personalization works by communicating the features that distinguish one product from another.
When enough people reach the same esoteric feeling, it can be said that the company has a brand!?!
Branding is more than just having a logo!
Branding is more than just creating a unique and beautiful name or logo for a product or service, branding is the way in which customers, products and services of a company understand and experience.
A brand is a symbol that an organization uses to create value for its stakeholders, but it is clear that the concept of a brand or brand goes beyond a name and a visual symbol. A brand consists of many elements such as the anecdotes associated with it, the memories and experiences associated with the name in people’s minds, the characteristics of the users, the location of the malls and even the price, and a combination of all these elements is a brand. Or create a brand. One of the best brand definitions provided by grander & levy in 1955:
A brand is a complex symbol that encompasses a diverse range of ideas and characteristics. A brand or brand speaks to the customer not only by using its own tone and lexical meaning, but more importantly by using any factor that has been somehow intertwined with it over time and found in society as a social and well-known identity.
Although many thinkers and researchers have added other perspectives, this definition of brand nature has remained unrivaled so far.
A product is something that is produced in a factory and a brand is what a customer buys!
In other words, the brand is not what you say, but what they (customers) say!?!
Brand is a kind of Platonic parable, a concept used by society to identify a particular class of things.
To illustrate Plato’s parable, whenever we hear the word “horse,” a majestic creature with four legs, a long tail, and a collar hanging over a muscular neck is a sign of strength and dignity, and that one can ride long distances on it. Different horses may be different, but in our minds we still recognize them all as “horses.”
Looking at the relationship from another perspective, when we put together the parts that make up a horse, the whole set is distinct enough that we think of the horse, not the cow or the bicycle.
Why did the brand and brand debate suddenly become so hot?
The idea of a brand dates back to at least 5,000 years ago, so why is the issue of branding and branding such an important issue now?
Because as our society has moved from a mass production economy to a mass customization economy, our purchasing power has increased and multiplied!?!
The value of brands is that human beings today have become rich in terms of information and poor in terms of time!?!
As a result, our old way of judging products, by comparing features and benefits, is no longer practical!?!
The situation has been worsened by competitors who imitate each other’s features as soon as they enter the market, and challenge the quality category with the developments that have taken place in the manufacturing process? !!
What are the benefits of branding for an organization? !!
Today we base our choices more on symbolic features, what does the product look like? Where is it sold? Who buys it? If we buy it, what “group and group” will we join? What does the cost and price of the product say about its desirability? What do other people say about it? And finally, who produces it?
Because if I can trust the manufacturer, I can buy it now and worry about the product later!?!
In a word, instead of evaluating its features and benefits, the amount of trust that the customer feels in the product, ie its brand, will determine whether to choose this or another product to buy!?!
In general, branding or branding is a process during which the emotional status of a product or service is added.
This increases its value to customers and other stakeholders.
Branding is the creation of a unique distinction that is very important for customers, employees and managers of the organization. Having a strong brand or brand causes a company’s costs to be significantly reduced by preventing inappropriate and aimless investments.
Profitability increases dramatically by attracting loyal customers, and most importantly, a company’s brand becomes an intangible asset for the organization, the value of which can be more than the total value of all the physical assets of the organization.
Among the important reasons for branding or branding (Branding) in organizations, the desire to be a leader, to excel in the competition and employees have access to the best facilities in order to reach customers less cost, meaning low-cost customers What is more, if the customer is familiar with the brand of the organization and has a good feeling about it, the organization will incur advertising costs, time and less to turn him into a potential or loyal customer.
Necessity of branding or branding:
The need for a brand is due to the fact that due to the movement of consumer societies towards fashion, having a brand or credible business letters is one of the ways to create differentiation and personality.
Brand importance for the customer is created by the customer’s knowledge of the brand, which is due to a number of factors, but perhaps the following two are the most important:
Brand depth; In other words, the customer’s mental priority in choosing a brand among other similar brands, for example, many people immediately think of Coca Cola after hearing the word soda in their minds.
Brand breadth; The more complex the customer relationship with the brand, or in other words, the greater the variety of brand interactions in mind, the greater the opportunity to build long-term loyalty. Like companies like Google, Amazon.
Types of branding or branding:
So far, various categories of branding have been presented by professors in this field, and if we want to enumerate the most prominent type of these categories, it is as follows:
Co-Branding: Partnering with another brand to achieve a goal.
Digital branding: website, social media, search engine optimization, web use for business.
Personal Branding: The way each person builds credibility and reputation for themselves.
Causal branding: Align your brand with a benevolent intention; Or corporate social responsibility.
National branding: trying to attract tourists and business.
Branding includes various topics and concepts such as brand positioning, brand naming, color selection and design of the brand’s visual personality (logo, logo, etc.), brand development, brand value, and so on.