The concept of "brand" can be found often, it is used in relation to a product, to enterprises or companies. In general, this word has many meanings. There is no exact definition. In short, choosing synonyms, we can say that brands are certain trademarks with a bright name.
Different definitions of the concept
The legal and patented definition of this concept belongs to one of the American marketing associations. According to this definition, brands are names, symbols or a combination of these categories that are necessary to identify one of the products among other products of the same kind. Many marketers believe that a brand does not exist in objective reality. And that it is created not by the producer of this or that good, but by the consciousness of the consumer, that is, this is the idea of the target audience about the product of this producer. It's hard to disagree with this. Indeed, at the mere mention of a brand, a certain associative series immediately appears in the head.
Thus, all definitions of the term "brand" can be grouped into two categories:
1. A brand is a brand with its own logo.a symbol, a big name, a certain reputation.
2. These are the impressions and associations that arise in the mind of the consumer when they see the logo or name of a particular company.
There is also the concept of "global brand", which means goods of a certain brand, known all over the world.
What is a brand made of?
1. Attributes are a set of properties. Most often, manufacturers focus on quality.
2. Culture and values. Any company has its charter, its goals, its mottos.
3. The target audience. To properly promote your product, you need to know exactly who it is intended for.
4. Personality is what sets a product apart.
What is branding for?
Branding is the promotion of your brand. And its main purpose is advertising. Naturally, when the company creates a good name for itself, it will prove itself, the sales volume will increase. But for promotion you need powerful channels. First, you should take care of the safety of your product, its logo, avoid similarities with others, make sure that copies do not appear. Secondly, the brand must be memorable so that advertising is not in vain.
Most famous brands
Brands exist in every area of trade, in every category of goods. For example, the most famous companies in the field of computer technology are Apple, Google, etc. Of course, everyone knows them. But still, we are used to the fact that, first of all, the word "brand" is used in relation to clothes, cosmetics, shoes. Also very popularused by handbag brands such as Gucci, Ferragamo, Valentino.
Gucci
This is a world famous company. Of course, bags and perfumes bearing this name are the most popular. The history of the brand goes back to the distant 1906, when the company started manufacturing products made of genuine leather. In 1947, the first handbag with bamboo handles was presented at one of the shows, which was a real breakthrough.
Ferragamo
The firm was named after its founder, an outstanding Italian designer. The main goal of digging is to create a functional bag that can hold all the necessary things. But at the same time, it should have one important feature - a stylish design and beautiful design. Now the company produces not only bags, but also other leather accessories.
Valentino
This is a global brand known for its luxurious clothing and handbags. Valentino Garavani focuses primarily on grace, style and elegance.
Bottega Veneta
This name hides a fashion house that has been working with bags for almost a century. The brand gained particular popularity thanks to the director Thomas Mayer. As soon as he took office, he made changes. His new bag, woven from individual leather ribbons, made a splash. Only a real fashionista can wear such an accessory.
The name is also very important when choosing cosmetics. After all, women are interested in cosmetics. They worry aboutits beauty, so it is important that the purchased product is of a well-known brand, then there is confidence in its quality and effectiveness.
The most famous cosmetics brands are Bourjois, L'Oreal Paris, Yves Rocher, Mary Kay, Dior, Chanel. It is simply impossible to list all the famous cosmetic brands. Each country has its representatives. Some of the brands are natural cosmetics, some are professional. Most often, people choose what they already know, have tried. Of course, French brands are very popular, while in the field of clothes and bags, Italian brands hold the first place.
Yves Rocher
The company announced itself quite recently and became popular from the very first days. Yves Rocher cosmetics are organic, as they contain a large number of natural ingredients. It is convenient that you can buy the company's products not only in the store, but also through the catalog. This company operates in the middle price segment.
L'Oreal Paris
It is rightfully considered the number one brand in the world. Loreal products are distributed in more than 150 countries. It is known and in demand due to its quality, stylish design. At the same time, the price of products is not so high. L'Oreal produces face, hair, and decorative cosmetics.
Bourjois
This is a brand that is in the same price group as L'Oreal cosmetics. Bourjois specializes mainly in decorative cosmetics for lips, eyes and nails. But the choice of colors, effects is simplemesmerizing.
Among Russian cosmetic brands, it is worth noting the Kalina concern, which specializes in the production of skin care products. "Kalina" - these are such brands as "One Hundred Recipes of Beauty", "Clean Line", "Velvet Hands", "Black Pearls". Unfortunately, the Russian cosmetics industry has not reached great heights, and there are no world famous brands in our country yet.
Brand symbols
Each brand should have its own slogan - a short, capacious phrase that expresses the essence of the company. For example, Loreal has a familiar slogan "You deserve it". Brand logos are also very memorable. For some, this is a specially written company name, for others it is their own symbol.
Of course, everyone knows the Nike sportswear logo. It is associated with the name of the company, because it is a schematically depicted wing of the goddess of victory Nike. Initially, this wing slightly overlapped the inscription, then the name of the company began to be signed from above, and now this is not required at all. Each of the logos has its own story, which is interesting to know.
Apple
The well-known bitten apple did not appear immediately. Ronald Wayne originally designed the logo, which featured Isaac Newton under an apple tree. Steve Jobs considered that this symbol did not contribute to product sales in any way, and turned to an advertising agency, where he was offered a new sign. At first the apple wasmulti-colored, then it was transformed.
Pepsi
This is the leader in the number of logos. The company logo has undergone changes more than 10 times. Only the presence of red color remained unchanged, as well as the inscription "Pepsi". The company clearly follows the trends and tries to keep up with the trends of the times. The logo is becoming more concise, brighter and more dynamic.
Versace
The logo of this brand is very interesting. It depicts the head of the Gorgon Medusa. The designer considered that this mythical creature possessed special hypnotic charms. Perhaps the ideal option for a company that produces clothes, bags and perfumes.
Chanel
Any woman can easily imagine the logo of this famous brand. Two letters C in mirror image. It was invented a long time ago and remains unchanged. It denotes the first letters of the name and surname of the founder - Coco Chanel.
Gucci brand
Like the logo of the brand described above, it represents the first two letters of the name and surname of the founder - Guccio Gucci. True, the logo has a double meaning. In the early 20th century, the companies made leather goods for jockeys and the two Gs on the logo resemble stirrups.
Lacoste
The brand symbol is an embroidered or painted crocodile. The alligator from Lacoste can be seen on the most diverse things: T-shirts, bags, sneakers, trousers, perfumes and even cars. In addition, the crocodile adorns more than two thousand branded stores around the world. The brand was founded in the 20s of the last century. Tennis player René Lacoste brought French tennis back to its former glory, and at the same time he opened an amazing sportswear company that delights fans to this day. Why crocodile? The thing is that Rene Lacoste had a very peculiar style of play. To people from the side, his position resembled the stance of a crocodile preparing to attack. In addition, he once made a bet with an American sportsman for a suitcase made of crocodile skin. The nickname "Crocodile" was attached to Rene Lacoste. His friend depicted the emblem of a crocodile, which began to be applied to René's clothes. And after leaving the big sport, Lacoste began to build his company, expanding it from a textile factory to an unthinkable scale.
Adidas
The very first logo of the company - three stripes - was invented by the founder of the brand, Adi Dasler. After the company began to expand, and not only sneakers, but also sportswear appeared in the assortment, it became necessary to change the logo. Then ADidas clothing began to show off a shamrock with three stripes at the bottom, which symbolizes the diversity of products. Already at the end of the 20th century, the company came up with a logo of three stripes forming a mountain. The mountain is the tasks and goals of the company towards which it is moving.
Brand Ranking
Brands are not just famous companies. This is an industry. Every year, lists and ratings are compiled, in which firms compete for the championship. In 2014, the Apple brand becomes the leader, followed by Microsoft, Coca-Cola, Google and others (according tomagazine "Forbes"). The best brands in the world are determined by the level of sales and annual income. Launching the most diverse products - what many brands do - is an attempt to reach a new level of development, gain more popularity and win a higher position in the rankings.
