The symbolic value of the Brand
The symbolic representation is usually composed of a name and images or concepts that distinguish it. When it comes to logo, usually we refer to the graphical representation and expertise in graphic design, where the brand can be represented by a combination of symbol and / or logo.
However, the concept of branding is far more comprehensive than its mere graphic representation. The introduction of his name and graphic representation - announced the "intention" of a product / service that translates your attributes and differentiates in the market.This is what makes it special and unique from its competitors.
The role of marketing is to constantly search for an association with the brand "personality" or a "mental image". Thus, its purpose is to "tag" the image in the mind of the consumer, that is, make a positive association between the image and product quality.
The brand is essentially a promise from the company to provide a specific set of attributes, benefits and uniform services to buyers. Bailing us back to Kotler, quality assurance comes with the best brands, but a brand is a symbol more complex and may bring up to six levels of meaning:
Benefits: These benefits are translated into functional and emotional.
Values: the brand also conveys the company's values.
Culture: the brand has the power to represent a certain culture.
Personality: The brand can project a certain personality.
User: The brand suggests the kind of consumer who can use a product.
Creation of Value for the Consumer
The brand is a contract. The brand reduces the risk that the consumer goes to purchase the product. Ensures a level of performance, irrespective of its distribution.
The mark identifies. In a bid to products which are often indistinguishable brand recognition facilitates and promotes loyalty. As an example alcoholic drinks, televisions, mobile phones and so on.
The brand apart. She appreciates the one who uses or consumes. It transmits its identity to people. For purchases of social status is essential added value brought by the mark.
Creating Value for the Enterprise
The brand has commercial value. The brand is a negotiable asset, either by selling the brand, either by rental or licensing of the brand. A strong brand allows higher prices (price premium or additional cost incurred by the mark). Between a Citizen and a Cartier, the difference in price for equal quality, he can be several hundred euros. The brand has value institutional or corporate. "The brand can develop a powerful sense of belonging among employees of a company. A strong brand has a strong influence on financial reporting. This explains, among other things, that some groups change their name to be listed on stock exchanges under the name of his best-known brand.
Questions and Answers
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