The power of the brand

Résumé du document

The trademark of a company is more than simple logo or symbol. Nowadays the brands have a real power over customers and firms. The customer buys something that is more than just a product. The values of the company are reflected in the brand equity. Those values and principles are represented all over the world by the Internet, televisions, magazines, newspaper, sports (sponsoring) etc. Companies and products that throw their trademarks, have a huge implication in the culture of countries where they are established and even where they are not. However, brand recognition is hard to get, and easy to lose. The word ?brand' represents a trademark created by a producer. The product maker creates a typical and unique name, logo or symbol in order to be distinguished from other producers. Thus the customers, consumers or both cannot make a mistake while choosing a product. The product, in turn, has an influence on the brand. It could be positive or negative, but the customer is influenced by the symbol, logo or the name in one way or the other.

Extraits

[...] Ideas such as quality and emotions are associated to the memory of the brand. According to Kotler (2000), strong or high brand equity provides several benefits to the company. It “allows a company to enjoy reduced marketing costs because of high brand awareness and loyalty” (Kotler 2000). In this case, the company does not have to lunch aggressive marketing campaign. The brand is already in the consumer's minds. With strong brand equity he associates quasi directly his needs with the product or the brand. [...]

[...] Figure 2. Brand Triangle de Chertony, L From Brand vision to brand evaluation 2nd Edition Figure 5. The Ansoff matrix Figure 6. The Ansoff Matrix. 3. [...]

[...] The problem is about what product could be part of the aura of the brand and what product is not. For de Chertony (2006), the brand is composed of three majors points. The “functional values” are the quasi objective and technical aspects of a product. They are the first reason why the consumer is buying the product. This is the first step where the brand influences the buyer. III - The benefits and competitive advantages branding offers to a business Brands are important. A company can take advantage of branding its product. [...]

[...] Then comes the absorption which characterises the consumption. Finally the feedback concludes this process by the post absorption confirmation. So, branding influences this process in some several points. Indeed the consumer is the target of branding affects during this internally and externally sequence. The power of the brand intervenes firstly between the interest that the consumer has to his problem and need. The brand image and its reputation is influencing negatively or positively him. Then comes the brand loyalty which takes forms after the consumption of the product. [...]

[...] Kotler deals with certain categories of product such as the expected product which is generally a benefit for the brand because it only enjoys brand equity and brand loyalty of the first product. But from the augmented product the risk grows. Indeed this type of product could be hard to associate to the brand in consumers' minds. The last one is more like a vision in the future for brands: the potential product. This category needs serious strategic decisions. The case of Harley-Davidson brand is one of the most related to a brand extension. [...]