Brands are oriented towards a specific target and take into account the consumer's lifestyle to develop product design.
Brand is a term that has several uses and meanings. One of the most frequent is linked to the exclusive right to use a word, phrase, image or symbol to identify a product or service .
The brand, in this case, is what identifies what is offered in the market . For example: "My favorite brand of car is Renault" , "Don't you have another brand of beer?" "I don't like that one," "My mom gave me a pair of pants from the most expensive brand because she says they have the best quality."
The value of a brand
It is important to highlight that the brand has value in itself, beyond the product or service in question. This means that the brand represents an image or ideal in the consumer's mind that exceeds the specific characteristics of the goods. Buying an Armani brand suit grants a particular status , even when another suit may have the same quality. For this reason, Armani products have a very high price, beyond their materials, construction, etc.
Likewise, within the industry, it should be noted that many products have what is known as a factory brand , which is a signal that any company makes on the items it produces so that, in this way, it is clear who made them.
Currently, brands usually invest in digital marketing , carrying out email marketing actions and promoting e-commerce.
The branding
Branding is the process carried out to define and enhance the qualities of a brand, promoting its positioning . These actions aim to build brand identity to achieve differentiation and reinforce the corporate image.
The name of the brand, its logo and its slogan are some of the issues that are defined within the framework of branding. Enhancing brand value is key to trying to influence consumer behavior .
Take the case of a hamburger chain. The brand that identifies the company is very recognized since there is even a franchise system for those who want to invest in it and operate a store.
The brand's marketing strategy includes special packaging of products, hiring influencers to advertise on social networks and various amenities in the premises so that the customer experience is satisfactory. The company also develops corporate social responsibility actions so that the business is sustainable from an environmental point of view, which in turn helps improve the reputation of the brand.
These initiatives are part of strategic planning and contribute to brand positioning. Beyond what was planned at a moment, it is common for the strategy to be updated to be in tune with new market trends. The objective is to keep brand loyalty intact and attract new consumers.
Dior is a luxury brand of French origin.
The brand as a signal
Another use of the term is related to the sign on a person, animal or thing that allows it to be distinguished from another or to indicate its belonging : «All the discs that have a mark in red are mine: the rest, you can take them» , «I just find two cows in the fields next to the stream that do not have any marks» , «The suspect is easily recognizable by a cross-shaped mark on his forehead» .
In this sense, we would have to highlight that within the world of fiction there is a character who is well known for his brand. This is Zorro , created by Johnston McCulley , a superhero who hides behind a cape and a mask to carry out different actions to protect the poorest. He travels on horseback and uses a sword, with which, to identify that he is the author of the acts he carries out, he engraves a letter Z on any element that he considers visible.
The Californian nobleman Don Diego de la Vega is the character behind the identity of this savior of the poor subjected and humiliated by the people who reached the highest levels of power.
The term in sport
In sports , finally, a mark is a record or the best approved result in a discipline: «The Jamaican athlete established a new mark in the one hundred meter dash» , «The Spanish team broke its own mark and scored thirty goals in five matches", "The local team has a record of three wins, one draw and two losses in the current tournament" .
Furthermore, in relation to this sporting field, it should be noted that in Spain one of the most important newspapers in that sector is called precisely "Marca" . It is one of the most read media outlets in the country, is based in the capital and is considered to be related to Real Madrid in football. It was founded in 1938 and since then it has been expanding, even creating its own television network.