A brand shines when it is a source of trust for the consumer when it creates value for customers. It is insurance for the customer because it provides a guarantee on the origin of the product but also on the performance. A guarantee of quality, the brand justifies higher prices.

For the manufacturer, it has many advantages:

• Develop loyalty and incentive to purchase and repurchase
• Generate bigger profits
• Communicate directly with the consumer, building a brand communication focused on the target audience of consumers, communication centered on the receptivity of a specific and targeted community.
• Segment the market
• Generate economies of scale

A brand is a contract that must generate trust, a contract that universally guarantees the origin of products and their performance. It is all the more important when the purchase is involved and the perceived risk is high. The brand makes an exclusive promise

Brand strategies

The construction of a brand strategy varies according to several parameters:

• Market segments in size and sector: a segment becomes strong when its turnover is high.
• Types of products.
• The global brand phenomenon.

The different types of brand

The brand produces:

Each product is marketed under a specific brand, and supported by personalized communication, offering a unique benefit to the consumer. The product brand only signs a product and conveys a positioning specific to it.

It can be separated easily, the product brand allows well-differentiated positioning with specialized products, the multi-channel distribution of product brands depends on each channel. Example: Ariel, Badoit

Brand – range:

The company sells products on the same market. This strategy consists in associating under the same name and the same promise, a set of homogeneous products.

The same nature of products ensures consistency in the brand strategy. The brand range sometimes results from a brand product on which, once well established on the market, we practiced range extensions.

The umbrella brand:

The umbrella brand signs several categories of very different products. The positioning of the umbrella brand is broader than that of the product brand.

• The umbrella brand benefits from a guarantee provided by the strong reputation of the parent brand
• Its development cost is lower
• The international vocation of umbrella brands has been demonstrated on several occasions.

The global brand, what are the advantages?

A real advantage of the global brand is to bring more potential, added value, and service to the consumer. An added value will be felt in the profit generated by the company.

The performances linked to it must have solid roots. The brand must have a leading position in market share to register as a global brand and must benefit from strong notoriety.

As a leading brand, it has a large market share in the market and sets the market codes in price and negotiation. To assert itself, the brand must devote a high advertising budget to maintain a hard-won image.

A dominant position forces it to develop its demand to contain competitors. Its function may be to challenge the market if it wishes to change its codes to take a leading position. In a niche segment or in a huge market, it has a volume market share concentrated in one segment.

Brand values ​​represent a set of beliefs specific to the brand, guiding behaviors and concerning particular personality traits. This is why trademarks have commercial and financial value.