Brand (English brand, [brænd]) - in marketing terms, a symbolic embodiment of a set of information associated with a particular product or service. Typically includes name, logo and other visual elements (fonts, color schemes and symbols).
It is necessary to distinguish between legal and psychological approach to understanding the brand. From a legal point of view is considered only a trademark, indicating the product manufacturer and subject to legal protection. From the perspective of consumer psychology (consumer research) it is a brand, as the information stored in the memory of consumers.
Sometimes treated as synonymous with other concepts such as «brand» is the notion of «Trademark» or «brand». Previously, the term «brand» ( «Brand neym») is denoted not just a trademark, but is widely known. Currently, the term media is used as a synonym for «Trademark», which in the opinion of specialists of patent is not entirely correct. From the perspective of experts in the field of trademarks and lawyers specializing in trademarks, the concept of «brand» and «branding», strictly speaking, not legal concepts, and the terms used in the consumer environment for the advancement of stages of the goods on the market . The concept of the brand, according to these authors, is somewhat a combination of copyright, trademark and trade name.
The purpose of promoting the brand, its value and cost
The goal of promoting a brand is to create a monopoly in this market segment. For example, many firms sell carbonated water, but Coca-Cola can sell Coca-Cola. Thus indirect costs to the anti-monopoly regulators.
The world-famous brand name, surrounded by a set of expectations associated with the product or service, which typically occur in humans. BusinessWeek publishes regularly cost 100 brands - leaders who are determined, together with Interbrand.
The first three leaders (2002-2007 biennium, each worth over 50 billion dollars) - Coca-Cola, Google and Microsoft.
Since 2005, Interbrand publish a list of the most expensive Russian brands. The first three leaders in 2006 (valued at more than 1 billion euros) - Beeline, MTS and Baltika. Interestingly, such brands as «Gazprom» and «bank» have been assessed lower than, for example, the brand of beer «Baltika». Obviously, these brands do not cause consumers a unique and positive associations.
Brands are subject to sale.
There are two notions of «brand valuation» and «brand evaluation», which are translated into Russian the same way - «assessment brand», but have fundamental differences.
Brand valuation (English) - value (valyuatsiya, valtatsiya) brand.
Brand evaluation (English) - The value of the brand.
It also used many other concepts, such as brand equity, brand strength, etc. It is necessary to distinguish between the psychological value or virtue of the brand (as «capital in the minds») and the financial cost of the brand - this measure of discounted future cash flows generated by the brand name for the enterprise.
BRAND
