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,
[...] driver brand level: the brand the consumer decides to buy (Gillette Sensor) 2. endorser brand level: the brand brings credibility to the qualities of brand driver (Gillette) 3. Strategic Brand level: the brand represents a strong brand- product. For architecting brands three structural angles are possible: 1. the organic structure: a. at one level (single branding) b. at two levels: i. when the endorser brand protects the brand-product: it is a brand-bond (for L'Oreal Paris Studio Line): it sells ii. [...]
[...] There is talk of qualified notoriety when the consumer knows the name and major brand products. Brands High Notoriety assisted Low Low Awareness With Spontaneous recall Niche brands: These are placed under the curve, as they are known only by a small targeted group of consumers and they have little spontaneous awareness generally. They have very strong mind awareness among their core target. Cemetery: This is a space populated by brands with very high brand recognition and assisted a low spontaneous awareness. [...]
[...] Competitive advantage: This advantage gives the product a superior profit and usually results in increased sales, or through customer acquisition to the detriment of competitors, by a higher re-purchase rate. The component price: Price is an essential component of the brand. It serves to affirm the strategic positioning and marketing. Distribution: The choice of type of place of delivery is not without consequences for the brand. This is important because it translates the brand values. For example, being in supermarkets would be inconsistent with and damaging to Vuitton's image. [...]
[...] Consumers see it as two interests: 1.They broaden the choice compared to national brands 2. The MDD quality minimizes the perceived risk to purchase For retailers, the benefits are: 1.Counterbalance the power of national brands 2. differentiate themselves by price 3. generating substantial margins 4. a marketing tool and loyalty to the brand The specific brands: drug brands, luxury brand, industrial brands (Legrand), relational brands (Google), and the brand-ingredient (Goretex) Hybrid brands: Claw or license: Status and functions of brands The statutes of brands A brand's status on the market is measured by its market share (PDM) and reputation. [...]
[...] increase exposure and visibility of the brand and therefore its reputation 6. differentiate themselves from competitors Risks: dilution of the brand, cannibalization of the initial products of the brand and financial loss of confidence internally. Co-branding is collaboration between two brands and is materialized by co- definition and co-signature of a product by brand partners. The license and the licensed brand are both impacted by the association of key success factors which are the typicality of the license, the typicality of the brand and the added value of co-branded product. [...]
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