Many do not see much of a difference and often confuse the concepts of “trademark” and “brand”. I must say that these are fairly similar definitions, but try to identify the features that distinguish them.
What is a brand?
This is a broad concept that includes the official definition of a company with a wide range of characteristics, associations and expectations that arise from buyers based on the promises made by the brand’s authors. In other words, the true meaning that the creators specially invested.
Trying to figure out what a brand is, you come to the conclusion that this is a whole image that is inherent in a particular brand. When creating a brand, the main task is to make it unique, memorable and vibrant.
If we turn our attention to history, we may notice that even in the Middle Ages, artisans tried to mark their goods with an original and unique sign that made the master's work recognizable. Some of the old cities of Europe, such as Rothenburg and Salzburg, still have iron "trademarks", which marked the work of "holders" of brands. Unique marks were placed on bakery products, painted china, woven carpets, etc.
Currently, some brands have already formed an individual image, which in itself can tell about the level of prosperity or other capabilities of a person. So, for example, we can easily determine who can own a Porshe car and who is driving a Hundai.
Quite often, consumers themselves answer the question: “What is a brand?” And determine the degree of its “status”. Of course, everyone has their own scale of priorities, and we all have our own opinion, which may not fundamentally coincide with the point of view of other consumers.
However, marketers themselves seek to simplify the choice for consumers, because a large number of products that exist on the modern market have set a difficult task for the buyer. It’s simply not possible to understand this wealth of goods, that’s why they make bright and understandable “labels” on packages with products that encourage them to make a purchase, for example: “25% more effective than before,” “economical,” “profitable,” etc. d.
Nevertheless, any product on the modern market has competition and over time is morally, and in many cases technologically obsolete. Therefore, many companies are implementing effective methods of brand promotion, which allow them to “win back” their market segment and customers.
Attracting the attention of consumers can be done with the help of promotions, which are often conducted by companies. An effective method is considered to involve the free distribution of so-called “probes” of products. No less result is achieved by reducing the cost of goods for a short period of time, in other words, the establishment of the promotional price.
Quite often, the method of demonstrating goods is practiced, thus promoting the product and introducing potential buyers to the company. At the same time, a person is involved who can clearly and clearly answer all customer questions regarding this brand.
Also, a promotion strategy may include informative consumer calling.
Brand marketing is carried out with a careful study of the strengths and weaknesses of competitors. Very effective is the consumer survey procedure. This allows you to correct the shortcomings that customers see in the brand’s products themselves and find out what they would like to see in the company's products.
Creating a brand of any company should keep up with its positive image. Any brand development requires significant investment, because further progress is simply impossible without it.
These are the basic concepts and characteristics that will help you understand what a brand is and what are its methods of promoting the market.