Today, consumer goods, numerous small and large markets, all sorts of manufacturers, brand names, and kept flashing before his eyes, norovyaschih get into our field of vision to the shop windows, posters, city lights, TV screens, it is easy to get confusedin the major categories of the modern consumer system.Indeed, many people believe that the concept of brand and trademark - it is the same thing.However, it is not.Concepts related really are almost always related to each drugu.Mozhno even say that these two concepts are eternal and inseparable companions.In part, this is true.However, they still have some differences.They can be summarized as follows.Brand - is legally certified manufacturer of goods for the right to manufacture.This is what distinguishes it from other producers documented, you might say.The brand also exists at most in our minds.It set some positive stereotypes about the product, carefully crafted by marketers.Perhaps the first famous trademark - is the mark of the Egyptian craftsman who left his mark on the product.To use the trademark as such in the Middle Ages, when the guild master in a special way labeled products.
As you can see, the practice of celebrating their own works goes back centuries.After all, it is the formalization of property rights.But the concept of the brand, though had its forerunners in the same Middle Ages, however, fully born only in this age of global consumption.The desire to attract customers to its own counter and evade tricky competitors, led to the creation of a brilliant advertising campaigns in recent decades.So, nothing attractive for its taste sandwiches from McDonald brothers were known to vesmir.And the name of Xerox has become a common name for all devices of this type.All of these are examples of successful advertising.
And if the creation of the brand lies in its registration, the establishment of the brand - a much more lengthy and complex project.From it depends largely on the fate of the company proizvoditelya.Neudivitelno that we live in the world of advertising!Chocolate Manufacturers are convinced that their product is the sweetest, children's clothing brands insist that their coats - the warmest for kids.Everything is aimed at creating a positive image of that in a consumer society objectively overshadows quality.Hence, the margin for the brand's popularity, as consumers perceive it as an integral component of the product.
interesting that brand - it does not always match the name of the brand.Legally, it can be quite a different name than it is known by millions.Moreover, the war ostentatious brands allegedly competing with each other in practice are sometimes clever PR move for the promotion of both firms.As it happened with the eternal rivals Pepsi and Coca-cola, owned by a single investor PepsiCo.
