The concept of "brand" can be found often; it is used in relation to a product, to enterprises or companies. In general, this word is ambiguous. There is no exact definition. Briefly, choosing synonyms, we can say that brands are certain trademarks with a bright name.
Different definitions of the concept
The legalized 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, which are necessary to identify one of the goods among other goods of the same kind. Many marketers believe that the brand does not exist in objective reality. And that it is not created by the producer of a particular good, but by the consumer’s consciousness, that is, this is the idea of the target audience about the product of this manufacturer. It’s hard to disagree. After all, with the mere mention of a brand in the head, a certain associative series immediately arises.
Thus, all definitions of the term “brand” can be combined into two categories:
1. A brand is a brand with its own logo symbol, a big name, a certain reputation.
2. These are the impressions and associations that arise in the head 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 throughout the world.
What does a brand consist of?
1. Attributes are a set of properties. Most often, manufacturers focus on quality.
2. Culture and values. Any company has its own charter, its own goals, its own mottos.
3. Target audience. In order to properly "promote" your product, you need to know exactly who it is intended for.
4. Individuality is what distinguishes a product from others.
Why branding?
Branding is the promotion of your brand. And his main goal is advertising. Naturally, when the company creates a good name for itself, proves itself, sales will increase. But promotion requires powerful channels. Firstly, 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.
The most famous brands
Brands exist in each of the spheres of trade, in each category of goods. For example, the most famous companies in the field of computer technology - Apple, Google, etc. Of course, everyone knows them. But still, we are used to the fact that the word “brand” is primarily applied to clothing, cosmetics, and shoes. Brands of bags, such as, for example, Gucci, Ferragamo, Valentino, are also very popular.
Gucci
This is a world famous company. Of course, the bags and perfumes bearing this name are most popular. The history of the brand is rooted in the distant 1906, when the company engaged in the production of genuine leather products. In 1947, at one of the shows, the first handbag with bamboo handles was presented, which was a real breakthrough.
Ferragamo
The company received names in honor of its founder, an outstanding Italian designer. The main goal of digging is to create a functional bag that can accommodate all the necessary things. But at the same time, she should have one important feature - a stylish design and beautiful design. Now the company produces not only bags, but also other leather accessories.
Valentino
It is a global brand known for its luxurious clothing and bags. Valentino Garavani focuses primarily on grace, style and elegance.
Bottega Veneta
Under this name is a fashion house that has been working with bags for about a century. The brand gained particular popularity thanks to the director Thomas Mayer. As soon as he took office, he made a change. His new bag, woven from individual leather ribbons, made a splash. Wearing such an accessory can only be a real fashionista.
The name is also very important when choosing cosmetics. After all, women are interested in cosmetics. They worry about their beauty, therefore it is important that the purchased product be 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. To list all the famous cosmetic brands is simply impossible. Each country has its own 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 Italian brands hold first place in the field of clothing and bags.
Yves rocher
The company announced itself recently and from the very first days became popular. Yves Rocher cosmetics is organic, as it contains a large number of natural ingredients. Conveniently, you can buy the company's products not only in the store, but also in the catalog. This company operates in the middle price segment.
L'oreal paris
It is considered to be 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. Moreover, the price of products is not so high. Loreal produces face, hair, and makeup cosmetics.
Bourjois
This is a brand that is in the same price group as Loreal cosmetics. Bourjois specializes mainly in decorative cosmetics for lips, eyes and nails. But the choice of colors, effects is simply mesmerizing.
Among Russian cosmetic brands, it is worth noting the Kalina concern, which specializes in the production of skin care products. "Guelder-rose" is such brands as "One hundred recipes of beauty", "Clean line", "Velvet pens", "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, the Loreal company has the familiar slogan "You deserve it." Brand logos are also very memorable. For some, this is the name of the company written in a special way, while others have their own symbol.
Of course, everyone knows the Nike sportswear logo. It is associated with the name of the company, because this is a schematically depicted wing of the goddess of victory, Nika. Initially, this wing overlapped the inscription a bit, then the company name began to be signed on top, but now this is not required at all. Each of the logos has its own story, which is interesting to learn.
Apple
The well-known bitten apple did not appear immediately. Ronald Wayne originally designed the logo, which depicted Isaac Newton under the apple tree. Steve Jobs considered that this symbol does not contribute to sales of products, and turned to an advertising agency, where he was offered a new sign. At first the apple was colorful, 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, as well as the inscription “Pepsi” remained unchanged. The company clearly follows the trends and tries to keep up with the trends of the time. 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 Medusa Gorgon. The designer considered that this mythical creature had special hypnotic charms. Perhaps the perfect 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 designates 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 founder’s name and surname - Guccio Gucci. True, the logo has a double meaning. At the beginning of the 20th century, the company produced leather products for jockeys and the two letters G on the logo resemble stirrups.
Lacoste
The symbol of the brand is an embroidered or painted crocodile. An alligator from Lacoste can be seen on the most diverse things: t-shirts, bags, sneakers, trousers, perfumes and even cars. In addition, the crocodile decorates more than two thousand branded stores around the world. The brand began in the 20s of the last century. Tennis player Rene Lacoste returned French tennis to its former strength, and at the same time opened an amazing company of sportswear, which to this day delights fans. Why a crocodile? The thing is that Rene Lacoste had a very peculiar style of play. From the outside, his position was reminiscent of the stance of a crocodile preparing to attack. In addition, he once made a bet with one American athlete on a crocodile leather suitcase. To Rene Lacoste attached the nickname "Crocodile". His friend depicted the emblem of a crocodile, which began to be applied to Rene's clothes. And after leaving sports, Lacoste began to build his company, expanding it from a textile factory to unimaginable proportions.
Adidas
The very first company logo - three stripes - was invented by the founder of the brand Adi Dasler. After the company began to expand, and in the assortment appeared not only sneakers, but also sportswear, there was a need to change the logo. Then on the clothes of the company ADidas 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. A mountain is the tasks and goals of the firm toward which it is moving.
Brand Rating
Brands are not just famous companies. This is an industry. Every year, lists, ratings are compiled, for which companies are fighting for supremacy. In 2014, the Apple brand became the leader, followed by Microsoft, Coca-Cola, Google and others (according to Forbes magazine). The best brands in the world are determined by the level of sales and annual income. The release of the most diverse products - something that many brands are engaged in - is an attempt to reach a new level of development, gain great popularity and gain a higher level in the ranking.