Marketing

The Brand. What is it? And how is it important?

2019-02-28

Brand:
A brand is a term, logo, sign or design or a blend of each aiming at defining a commodity or service. A trader or manufacturer places his brand on the products he sells or produces to distinguish them from other commodities or services provided by competitors. The brand acts as a real identity for the products of any producer in the market and this identity plays a main role for the consumer as it connects him with the commodity.

The brand is one of the main assets owned by a company as it transfers to the consumer an image of the quality of its product or service leading to the establishment of a strong relationship between the producer and the consumer.

The brand is one of the main assets owned by a company as it transfers to the consumer an image of the quality of its product or service leading to the establishment of a strong relationship between the producer and the consumer.
In the business dictionary, a brand is defined as a commitment by a company to seek the trust and loyalty of consumers towards its products or services. The institutional image, on the other hand, summarizes the company’s features, brand and products by addressing the emotional and mental aspects of the consumer.

Types of Brands:


There are three types of brands:

Commercial brands: They are used by traders to distinguish their products.
Industrial brands: They are placed by manufacturers to separate the products they produce from other similar products.
Service brands: They are concerned with a specific service and separate it from similar services.

The Importance of the Brand:

It provides protection for the product and its sole benefit by the producer. When placed on a product, it indicates that the product was produced only by its owner.
The brand enhances the spirit of initiative worldwide through producers seeking to improve and develop their products to gain the trust of consumers. The higher the quality of the product with the brand affixed to it, the higher the reputation of the company, the larger its sales and the larger the value of its brand.
The brand system and the monitoring of producers allow production and marketing of goods in the best possible conditions.
Brands assist consumers while shopping by determining the source of the product and not mixing it with other goods.
Brands help thwart the efforts of illegal competition by imitators and forgers seeking to market poor products and, therefore, leading to inflicting harm to the reputation of the company.
The brand is the fuel of the commercial project and drives its entire advertisement efforts to fix the status of the company in the minds of consumers.
The brand draws attention to new commodities and creates loyalty towards those commodities. It also helps the producing company to follow-up requests and identify problems related to the product.

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