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Today, “brand” in addition to the recognized and legally protected symbols of a product or company, means more complex and information contact him, the attitude of consumers and other target groups. The American Marketing Association offers a set of brand considered "term, sign, symbol and design, intended to identify the goods or services to consumers and to distinguish them from the competition." The brand – it is, above all, a comprehensive perception of the product or the company of its target audience, based on the existing image and personal experience of interaction with the brand. Graphical display of the brand allows the average consumer to easily navigate a large variety of products present, but his choice of it is based on their own perceptions, emotional and rational factors associated with this product.
Brand reputation – is a valuable intangible asset of the company. High confidence in the productby consumers significantly increases the cost and makes the other companies to pay billions for the desire to have a successful brand.
There are different types of brands. Their difference may lie in the geographical distribution.
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Secondary brand involves the use of the brand in the title of the main elements of its brand components.
Imitators – brands using as communication element of popular trade marks. The identity of the brand is its semantic content, core values and attributes that the company-created links to it, the target brand perception in the minds of consumers. A complete formation of the brand is impossible without giving it a specific identity.
Creating brand requires the participation of many experts. There are other elements of the brand, has a supporting role and contribute to its better perception and memory. These include: a slogan, corporate identity, and so on.
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