Boiangiu Maria-Iulia,FB,Anul I,Gr.

BRANDS
What is realy a brand? A brand is a name,term,sign,symbol,or design(or some combination thereo ! used to indenti y "roducts o one irm and to di erentiate them rom com"etitors. A brand is "ersoni ication o a "roduct, ser#ice or e#en entire com"any li$e any "erson a brand has a "hysical body. %a#ing a good brand is not only or multi national com"anies but can be critical or e#en the smallest business. I a brand &or$s it can con#ince customers and can raise the e'"ectations connected &ith a business, "roduct or ser#ice. (reating a e'tra )alue rom your "roducts or ser#ices. *y"es o branding+ ,mbrella brands and sub branding (o branding Multi"le brandings Family brands and line e'tensions Indi#idual brands Brand bundling *o ind the $ey o the success ul brand you must ollo& some ste"s+ 1. Find the right ad#ertising-branding agency .. *o" management must be committed to this e ort /. Assign one "oint "erson to &or$ &ith the agency 0. 1o not ma$e decisions by committee 2. 3ee" brand consistent internally and e'ternally 4. Gi#e the brand time to &or$ 5. (reate a brand style guide and gi#e to e#ery em"loyee 6. 7e resh-u"date brand a ter a e& years Brand name selecting "rocess may you ind tri#ial but it is not. 8ome brand names are so good that contribute to the success o "roduct. A brand9s "ositioning is the "lace in consumers9 minds that you &ant your brand to o&n-the bene it you &ant them to thin$ o &hen they thin$ o your brand. A strong brand "osition means the brand has a uni:ue,credible,sustainable,and #alued "lace in customers9 minds. A Brand (ontract is a list o all "romises the brand ma$es to customers. 8uch a contract is e'ecuted internally, but it is de ined and #alidated e'ternally by the mar$et"lace.