Any company that wants to sell its product with a positive result must make it special and desirable, preferably the number one choice of the target consumer. On the other hand, from the consumer’s point of view, a brand is a product. Equivalents of a promise are expectations and beliefs that are formed by tangible and intangible factors. Some of the tangible factors are: logo, design and physical product are the intangible factors of the experiences that the customer attracts and the beliefs that he creates. Intangible factors rely on consumers’ self-justification, but companies try to feed consumers’ imaginations.
Branding has deep roots in human history. Branding already existed in Roman times. For thousands of years, people have been promoting their products as examples. Branding has been defined as attaching a name and/or an image to a business. These simple elements can still be found in today’s world, for example, Apple uses an apple logo and Twitter uses a bird logo. Branding, as we know it today, has its roots in the Industrial Revolution. During this period, it was understood that a brand has more value. Therefore, patenting ideas or products, copyrighting an image or creating a trademark, etc., is a common practice. This is done only to protect the brand from imitation and competition.
There are thousands of products and their manufacturers in the whole market, and especially many products have the same purpose as competitors. As a symbol, brands identify the source or producer of a product and allow consumers to assign responsibility to a specific producer or distributor. Most importantly, brands represent the value, culture and individual personality of each product, while customers will get different emotions through diverse goods. As a result, brands can influence the first impression of a new product. As a result, it affects the buying behavior of consumers. On the other hand, branding reduces search costs for individuals both in terms of time and perspective. If consumers feel unique features and benefit from long-term purchase of this brand, they will trust this brand and continue to buy it. Different brand images provide different values, which means that a product with its own slogan, name or design contains a special meaning that can target a specific customer group. Therefore, the brand also plays the role of a symbolic device.
The American Marketing Association first published a definition of brand in the 1960s, which defined a brand as “a name, term, sign, symbol, or design, or a combination thereof, intended to identify the goods or services of one seller or group of sellers in order to distinguish them.” They considered competitors.” The most recent definition of the American Marketing Association in 2009 strongly uses this definition, in which a brand is: “a name, term, design, symbol or any other characteristic that goods or services Distinguishes a seller from other sellers. The legal term for a brand is a trademark. A brand may identify a product, a family of items, or all of that seller’s items, if used as a whole Preferred is the brand name.
Although this definition has been criticized for being commodity-centric, this claim is debatable given that it explicitly considers goods and services, while other elements of the definition such as a name, design, symbol or trademark are applicable. The same is true for service brands, however, it can be argued that the American Marketing Association’s definition emphasizes the visible effects of the brand at the expense of customers or stakeholders. It can also be argued that the American Marketing Association’s view fails to explain the powerful role that emotions play in brand development. The work of other researchers follows the position of the American Marketing Association. For example, Fahrer (1989) defines a brand as “a name, term, design, or sign that enhances the value of a product beyond its functional purpose.” Similarly, Kotler (1991) considers a brand as: “a name, term, sign, symbol or design or a combination thereof intended to identify the goods and services of a seller or group of sellers and to distinguish them from competitors.” Is.”
Once again, the concern for corporate naming can be interpreted as simplifying the complexities surrounding branding. This is because, while the name, term, symbol, etc., play an important role in brand development, they can be seen as physical manifestations of the emotional bond that emotional bond brands seem to develop, while the latter is much more important than The first is In a similar way, Doyle (2002) considers a brand as a specific name, symbol or design that is used to differentiate a specific product in terms of functional needs as well as psychological needs. While Doyle’s (2002) perspective highlights the psychological dimension of the brand, considering the construct as merely a name, logo or other visual symbols (as Kotler, 1991) can be seen as something of an oversimplification. The limit should be considered. From the “output” perspective, a brand is considered as an entity in the minds of consumers, where brands can be considered as images in the minds of consumers as a way to add value to the purchase; A personality in which the brand has quasi-human characteristics, emphasizing the relationship between the consumer and the brand.
Brands are used to differentiate different goods or services among different producers or providers, and in the meantime, they bring added value to products and companies. According to the American Marketing Association (AMA), a brand is a name, term, sign, symbol, or design, or a combination thereof, to identify the goods and services of one seller or group of sellers and to distinguish them from competitors. Consumers always associate products and services with brands because they want to gain subjective satisfaction through the purchase process (feel that they are well served), get good quality from trusted brands, or even want to take less time. to make decisions. Specifically, what differentiates a brand from competitors’ products and gives it special value is the sum of consumers’ perceptions and experiences about the product’s features and how they work, about the brand and what it offers, and about the company. .
Branding literally means distinguishing products from each other so that the consumer can easily choose the product he likes. Today, brand is a valuable asset and branding means creating assets. Behind branding lies a vital factor, brand personality. It is the link between the company and the consumer. Famous brands with attractive personalities, such as Cartier (sophisticated) and Rolex (successful), provide an opportunity for consumers to appropriate the brand’s personality and associate it with their image. Researchers have shown that consumers often prefer and choose brands with attractive personalities in an effort to confirm and reinforce their sense of self. Brand philosophy becomes more important in the current marketing environment from online to offline, from manufacturing to service industry.
Source: Xarfa