Sharkk Brand in Kenya

Basics → How to turn an ordinary product into a strong brand → Brand, trademark and trademark: meaning and function In modern marketing literature, 3 concepts are used: trademark, trademark and brand. In this article, we will break down the basic differences between these concepts so that you can use them in the right context, as well as consider the main functions of the brand and its contribution to the long-term success of the company in the market. So, we have 3 concepts: brand, trademark and trademark. All three concepts differ from each other by area and situation of use. The concept of "trademark" in marketing is a set of certain properties, associations, images that allow the product of this brand to stand out from competitors in the market. The entire branding process begins with the creation of a brand name for a product. It is a kind of starting point for all other actions. A trademark is born when you come up with a unique name for your pr Sharkk Brand in Kenya oduct, develop a unique product design, create a corporate identity or come up with a slogan. At the same time, the product can be completely standardized and not differ in its characteristics from competing products. But the moment you create a brand name and design your product, you have given it a certain image. This is how your brand was born. The meaning of the word "brand" practically does not differ from the definition of a trademark, with the exception of one feature: the distinctive properties and images of the brand allow the product not only to differ from competitors, but are recognizable, and the product itself enjoys a certain popularity among the target audience. In other words, a brand is a well-known trademark that has won the attention and affection of the consumer. The difference between a brand and a trademark is that the elements of its corporate identity, brandname, slogan are recognized by the consumer, and also that the brand has won the loyalty of a certain part of the market, products under its logo are in demand. A trademark becomes a brand through marketing communication. A trademark becomes a brand at the moment when a consumer has learned about it (in advertising, on a shelf in a store, from acquaintances) and remembered it. It turns out that as soon as your trademark has acquired at least some knowledge, it has become a brand, just a very weak one. The higher the brand recognition, the stronger the brand of the company. Comment from the author: brand and trade mark stand out as separate concepts only in the theory of Russian marketing. There are only 2 definitions worldwide: "brand" and "trademark". The first means "brand" and the second "trademark". After all, in fact, the differences between a brand and a trademark are too minimal to speak of them as different words. A trademark is a completely different story. A trademark is a registered trademark that has one direct owner. In other words, a trademark is a trademark or brand passport, its direct function is legal protection. A trademark says that such a trademark exists, it is the intellectual property of a certain person or company. Thus, the difference between the concepts of "trademark" and "brand" is the area of ​​their use. There are 3 options for registering a trademark: in the form of a verbal, figurative or combined (verbal figurative) trademark. Not every logo is a trademark. If you just drew a product logo, but did not submit its image for registration, your trademark is not protected from copying. Any product can become a brand: consumer goods; companies from the b2b market and the service market; retailers, products that exist only virtually on the Internet; as well as individuals and community organizations. Consumer goods include beverages and food, household goods, cosmetics, clothes and shoes, etc. Examples of successful brands in this group of goods can be Coca-cola, Nescafé, Ariel, Sony. A trademark for consumer goods should provide uniqueness, form differentiation and product image. A strong brand in the business market strengthens the image and reputation of the campaign, which in turn leads to increased sales, stability and the establishment of favorable conditions for cooperation. Services differ from physical goods in that they themselves are intangible. Service branding is of great importance, as it allows you to translate the company's abstract offer into more understandable images, explain complex conditions in simple terms, and distinguish services from compet https://jiji.co.ke/brand/sharkk