The Consumer Product Brand

think about it.

David Ogliy

BRAND CONCEPT

In today’s world where war takes place brand, brand equity is based on the value of ADD and a long planning process. What is this brand?

Brand: “one-to-one or in a group manufacturer and / or to identify a seller’s goods and services, to promote and farklilistirmay apart from its competitors that name, term, word, Symbol (Symbol), design (design), point, shape, color, or are the various components of these”

His brand of the definition of the American Marketing Association as follows: “the brand, seller, or seller of the products and services from competitors that aims to identify and to isolate the Group A Name, term, sign, symbol or design.”

In the most general sense,any business, the brand produced by one or more of the goods and services that are being introduced by the intermediary institution to put a name on the relevant Product term that makes it different from its competitors (Coca Cola, Nestle, Motorola, etc.), symbol, or shape (Panther cougar, such as the Mercedes star), name (a wipe? Tissue paper is it? .. ), or a combination of these.

A brand is a promise, a benefit included in the statement of profit or unique in a way that will allow you to head towards it, is a proposal that targets consumers in a better way than mere competition. In short, corporate abstract and therefore has a brand value is an asset.

To create a brand identity with brand image and name can be expressed as the sum of the efforts to bring products and services.

The relationship between the product and the brand the customer, but it is. Brings to mind a range of services and quality that customers expect. Brand loyalty, by fulfilling the expectations of customers, or even better by hanging them is created.

BRAND VALUE

Brand value: “with a brand, that brand name, or the icon to a firm linked with our products and service to customers and increase the value of the firm’s assets and commitments through saglanin eksilten or the totality of it is.”

In another definition, the value of a brand: “a brand that makes different from other brands with the consumer and that the consumer ozlestirdig is the total of the value of the product. In a sense, as a result of past investments in our brand marketing, which is the sum of the values that have become synonymous with the brand.”

For the purpose of determining the value of the brand of studies, the following indicators are taken into account.

• • The physical properties and qualities of the brand,
  • brand awareness,
  • brand image
  • dependency Brand / brand loyalty,
  • consistency in brand communication
  • Brand sensitivity (at the time of the sale price of the relevance of the brand, packaging, size, format)
  • product quality
  • stability and ranking of the brand in share Sunday
  • Distribution, pricing and product innovation

THE COMPONENTS OF BRAND VALUE

Brand equity brand knowledge and consumer attitudes and behaviors towards the brand , including consists of two components.

I. Trademark Information

Brand knowledge brand awareness and brand image is composed of two main parts including.

a. Brand awareness: being aware of the brand, in comparison with competitors is the place where it receives in memory of the brand’s tuketicin.

Described as brand awareness, brand identities, sign, logo, word, etc. The problem is related to how successfully they perform functions. Brand awareness, brand recognition and brand recall performance.

Brand taninirlilgi, when given a hint of brands is related to the ability to use their previous knowledge of the consumer; and the consumer is able to distinguish the brand from other brands.

Brand recall brand recall and the brand correctly from memory the consumer is the ability to create in memory.

Brand awareness plays an important role in the consumer buying process. Tukec brands engraved on the memory by the consumer in the process of buying is preferred as the more intense has been proven with research.

b. The brand image of the product personality, emotions, and associations in the memory of the defining elements in order to include all of the brand perception. All these beliefs that consumers have about the brand, it is briefly totality of brand image.

Imajini brand brand value which should be considered as a broad concept. Brand image, brand perceptions about a brand as reflected by keeping cagirisim memory consists in the mind of the consumer. Brand associations can be classified in five main category;

1. Qualifications: Brand connotation in the mind of some particular should the recipient. Mercedes durable, sturdy, expensive, such as the revival of being in the mind of the consumer.

2. Benefits: with the qualities of the brand in the mind of the consumer benefits must be remembered. Enjoyable to drive a Mercedes, the owner’s enhance credibility, it’s like reminiscing a good performance car.

3. Company values: brand, company values should carry. Well organized and innovative company like Mercedes is associated with.

4. Personality: it should is the brand some personality traits. Mercedes, middle-aged, serious, regular, and domineering reviving it’s like as a person.

5. Users: brand, what type of people is that it should get it. Mercedes older, richer, and it’s like pulling to himself as the recipient of professional contacts.

Strong brand image for the creation of the positive qualities of the brand in the minds of consumers, benefits, company values, personality, and users must wake. To take the effect of brand image in addition, it also has to be integrated with the image of the institution.

II. Consumer attitudes and behavior towards the brand

Overview and trend, which means the consumer with the brand attitude toward the brand is important. The attitudes towards the brand of the product-related attributes, functional benefits and perceived beliefs about the perceived quality may be related to and based on experience.

Attitude toward the brand in general can be defined as the evaluation of the brand that is held in memory. Tukteci their behaviors towards the brand is the basis of the attitudes towards the brand. The positive attitudes that have occurred against the company to the point of preferring the brand purchase behavior is important.

Consumer behavior towards the brand, consumers attitudes to the brand transformed into action (to buy or to buy) is a form of. The consumer towards the brand and brand loyalty refers to the ability to apply the relatively high price.

Brand loyalty, brand go in you are looking at the most simple expression alasveris bulamadiginz your store and another store is where you get it from. Always buy the same brand, if you watch the same movies are always movies, mostly the same brand loyalty is an example of a cafe to go to. Also the prices of the brands that you’ve heard of loyalty we don’t care about too much.

Tuketicin action by creating positive attitudes towards the brand, brand image and brand knowledge brand awareness by reaching in a way that is good for the consumer is provided. Reveals the value of a strong brand with a combination of these.

RESULTS

Brand creation, brand I am so, first of all, that is going to become a valuable brand. The consumer has with the brand, the look, the attitude toward the brand and purchase behavior are the most important elements of demonstrating that the value of the brand.

Thinking of becoming a valuable and powerful brand, the first has to enter into the heart of the consumer.