A brand is an identifying symbol, mark, logo, name, word, and/or sentence that companies use to distinguish their product

from
others. When a company decides to settle on a brand it has to follow to a basic branding concept, which consist of some necessary
things. First of all, brand name is an arbitrarily adopted name that is given by a maker to a product. Brand image is the perception of
the brand in the mind of the customer. It is an aggregate of beliefs, ideas, and impressions that a customer holds regarding the brand.
Brand loyalty is a pattern of consumer behavior through which consumers tend to get committed to a specific product. Brand
awareness is the level of recognition and association by a potential customer towards your products and services. Brand stretching is
the process of using an existing brand name for new products. All brands have their main purpose such as create the best-selling
product and earn income. In order to achieve these goals each company sets certain tasks for itself. There are some of them: make
unique product with the high quality, try to form brand awareness and loyalty and make a god advertising. We have different types of
advertising. First type is Product placement . It is covert advertising wherein a product is quietly embedded in the entertainment
media. For example, in “Men in Black” you can see the characters using Ray-Ban sunglasses or Benz cars. Second type is
online advertisings or digital advertisings as a form in which the message is conveyed via the internet. We always see this advertising
on Youtube. There are also sms, television and radio advertising. The main classification of brand is well-establish; it means that brand
has a high rating among the customers. It is brands such as Apple, Samsung, Mersedes or BMW. Also, there are product, service, public
brands and etc. Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or
brand over time. A brand manager ensures the innovation of a product or brand, creating brand awareness via the use of price,
packaging, logo, associated colors, and lettering format. Here are four steps or “principles of brand management” that are most
important: brand positioning, brand marketing, brand measurement, brand equity, brand innovation. All brands have two sides:
customers and producers. There are some advantages to the customers from brand: wide choice of products, quality, it can help to show
the status, simple selection process. Advantages for a producer involve aspects such as making money, loyalty, increasing the company's
popularity. What is the target audience? Basically - your potential customers. Group of people to whom you address your products or
services. The main classification of target audience is up-market, middle-market and down-market. Another necessary part of branding
is e-commerce.  It is the activity of electronically buying or selling of products on online services or over the Internet. E-commers make
customers choice easier and helps them to spend less time. My favorite brand is Volkswagen. I think that it is one of the best brands
because it uses new technologies in production. Also, they know how to attract customers with good advertising and high quality of
products.
 Brand name Brand image Brand Brand Brand
loyalty awareness stretching
An arbitrarily The perception Advertising types
adopted name of the brand in Is a pattern of The process of 1. Product
The level of
that is given by the mind of the using an placement
consumer recognition
a maker to a customer behavior through existing brand
and 2. Online
product. name for new
which consumers association advertising
products
Target audience tend to get by a 3. Television
Up- Middle- Down- committed to a potential advertising
market market market specific brand customer 4. Sms
advertising
The basic branding concepts
Brand management

is a function of marketing Brand is

that uses techniques to
increase the perceived
value of product line or
brand over time.
Brand An identifying symbol,
mark, logo, name,
1.brand positioning Advantages word, and/or
2.brand marketing Producer Customer
3.brand 4.measurement
sentence that
Classification of brands 1. making 1 wide
5.brand equity money choice companies use to
6.brand innovation. of distinguish their
1. Well-establish 2. loyalty product
product from others.
2. Product brand 2 quality
3. increasing
3. Service brand
the 3 showing
4. Public brand company's the
5. Activist brand popularity status
4 simple
4. Advertising selectio
. n
process