Brand

Intangible value of the enterprise, which includes, among others elements such as logo or name, which, when properly combined, make it possible to identify the company from the competition.

 

A brand is something intangible, which, when properly promoted, is to evoke positive associations with the company and the services or products offered by the recipient. It consists of many factors that until recently included only such elements as the logo and company name. Currently, the brand is also a characteristic message that distinguishes it from the competition on the market and the history it carries. There are three characteristic parts that make it up, such as:

 

• communication elements (e.g. name)

• behavioral elements (any behavior towards a consumer)

• visual elements (e.g. logo, website appearance)

 

We can also distinguish two types of brands due to:

 

1. brand sponsor

• broker brand (broker orders the manufacturer to produce specific goods and then sells them under his brand name)

• manufacturer's brand (the manufacturer of the product is well recognized and can be easily identified)

• mixed brand (products are labeled with both the producer's and the broker brand)

 

1. the scope of the name

• individual (individual products have different brands)

• family (all products of a given manufacturer operate under the same brand name)

• combined (the product has both the manufacturer's name and a separate name, which over time becomes a separate brand)

 

Creating a brand and building its awareness in the minds of recipients is a complicated, multi-stage and, above all, long-term process. However, it is worth devoting a lot of attention to this, because in the future it will allow us to achieve more and more profits.