Brand Description The word brand as the origin is derived from a word which means the word anlam Norse ı and means “burn” or ”burn Kö ...
Brand Description
The word brand as the
origin is derived from a word which means the word anlam Norse ı and means
“burn” or ”burn Kö (brandr). Because the first use as primitive started in
animal farms. Farmers define their animals by distinguishing their animals from
each other and from their owners by a kind of stigmatization.
The American Marketing
Association brand; It identifies the name, symbol, term, sign, pattern, or combination
thereof, to identify and distinguish the products or services of a vendor or
group of sellers from their competitors (Keller, 1998:2).
Similarly, Betts (1994)
defines the brand as a name, symbol, design, or a combination thereof, which
defines the product of a particular organization to create a sustainable,
differentiated advantage.
In addition, the brand
means securing a company's future, products and services through loyalty, using
emotional values as well as rational values (Gilmore, 2003).
Trademark is any sign
that can distinguish the goods or services of an enterprise from others and can
be published by printing. Words, shapes, letters, numbers, color combinations,
or combinations of all these signs, including contact names, may be marks.
A brand is a name, a
symbol, an expression, a sign, a design, or a combination of all these; its
goal is to differentiate it from its competitors by defining the product or
service of a vendor or vendor group.
The brand is also the
sum of the features that make the presentation of a product unique. A company
can imitate a product, but not a brand. In a sense, the brand is the
personality of the product, the meaning it carries for the customer, the
feeling that awakens at the customer when it encounters or uses it.
Consumers interact with
brands and brands in a way that is shaped according to some of the basic
characteristics and the perception and attitude that consumers have aroused.
Many brand definitions
and explanations focus on the methods used to differentiate or emphasize the
benefits to the consumer who buys the brand. These are definitions and
explanations that describe brands as an image in the minds of consumers.
Therefore, it is very
important to define the characteristics of the brand. Because this form of
expression will constitute a situation that enables enterprises to make
strategic decisions. Famous brand expert Aaker proposes the following by
bringing the strategic importance of understanding the brand.
Understanding the brand,
enriching people's perceptions and attitudes towards the brand; they can help
their strategies, contribute to a differentiating brand identity, lead the
communication effort, and also create brand equity.
Brand definitions are
generally categorized in many respects. In general, these definitions are lı
Business Oriented Genel or lı Customer Oriented Genel.
Brand Definition Types
Business Oriented Brand
Definitions Some Institutions and Researchers
• American Marketing
Association (1960), Watkins (1986)
Bennet (1988), Aaker
(1991), Stanton et al. (1991)
• Doyle (1994), Kotler
(1996)
Dibb et al. (1997)
Some Researchers Who
Make Consumer Focused Brand Definitions
• Boulding (1956),
Martineau (1959), Levitt (1962)
• Sheth et al. (1991),
Ambler (1992), Brown (1992)
Murphy (1992), De
Chernatony and McDonald (1992)
Goodyear (1994), Aaker
(1996), Alt and Griggs (1998)
”Being a Brand“;
Business (Management, Organization, System), Production (goods / services),
Marketing, Sales, Distribution, Service and Publicity (Advertising, Visual
Identity, Public relations) issues, as a whole is a successful organization
(fully efficient) means. So it is the component of many topics.
Branding Concept for International Market – Brand Details for Exporters & ımporters
Nowadays, when you
define the brand, it is recommended to create a concept that will be accepted
all over the world when you define your brand, from the word, colors and
symbols you use. Because now, a brand, the journey of branding, all the world
should be set to make products to be sold.
Your target should not only be
domestic market, you should be able to sell your brand to different countries
as an exporter and export to all countries without needing to change your
brand. Your potential customers, importers, brands in different cultures will
be able to use your brand in this way.
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