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Concept of mark in strategic marketing

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  1. Introduction
  2. The Nutella brand and market analysis
    1. The market spreads
    2. A presentation of the company
    3. Nutella chocolate spread: a unique product
  3. How the brand Nutella has conquered the market spreads
    1. The product: a generational phenomenon
    2. The distribution and communication of Nutella for its flagship product
  4. Nutella's strategy to stay on top
    1. A strategic shift in communication to reach more consumers
    2. Close to consumer marketing
  5. Conclusion

Throughout the twentieth century, there has been a change in the interest of marketing for the product to an interest in the brand. This is essentially the wider role of the brand in the mind of the customers' "mental box".

Gradually, companies have apprehended the three core functions of the mark in the minds of consumers: a function of transaction security, identity and relational function and an inspirational function.

The logic of the brand has established itself in a complex world as it brings a reassuring answer to the anxiety of consumers about what they buy on their relationship, their image or that they would have of themselves.

The mark does not appear to fit with equal ease to various markets and consumers. One can test this by comparing the lists of actual purchase requirements, in the absence of the desired brand. If consumers postpone their purchases, it is very sensitive to its brand.

The brand can enrich the product of all its values, imagination and access a social mission, a mission that is severely criticized by anti-globalization. Some complain that removal of the mark in relation to the product and willingness to continuously enrich the imagination of the brand at the expense of product innovation.

The legendary brand is not immune to the erosion of its sales, and an aging of its image if it is no longer able to innovate, to recreate regularly with a competitive advantage in the benefits identified and recognized.

To be heard by consumers the discourse of the mark must be credible and legitimate. The legitimate product brand must be consistent with the discourse and values of the brand. Far from opposing, brand and product should be consistent, for the credibility of the brand, and build upon each other to endorse and make money.

Consumers do not seem to have the same quality product when they do not find the marks of their brand, they analyze in terms of perceived satisfaction.

Trademark law consists mainly of the law relating to intellectual property-based market because the brand is the distinguishing mark of a product or a service. This may be a trademark, trading or service. It is protected for a period of ten years, renewable indefinitely (ten years unless subject to" genuine use").

All products do not become brands, far from it, but behind the brand, there is always a product or a service. Indeed, a mark is needed in a market if consumers remember, without any real, no memory and therefore no mark.

Niche brands are placed under the curve, as they are known only by a small targeted group of consumers and they have little spontaneous awareness generally because they have a very strong reputation. The brand identity is a shifting concept since the brand is an object of communication. .

The objective qualities are the ability of a product or service meets the expressed needs and potential users (example price, quality). Product quality: Is measured by items objectives: quality materials, quality of labor, sustainable use, customer satisfaction on this parameter "quality" .

Tags: Concept of mark, use in strategic marketing,

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