Unit 3: BUSINESS

What is a brand?

The brand means a lot of thing like name, logo, corporate identity or just recognisable packaging for somebody. And it is a trust mark for others. Common brands' values are very high. Thus, chooses of people may be much easier and it provides to contact with customers correctly. Brands must know what consumer wants. It is a fact which keeps alive competition. Brand provide development of conturies with poorer economies.

The definition of a brand

Type of products is not important; brand recognises its creative. Brand must win consumer's trust and attachment. Strong brands always stand in marketplace. Brands can reach from one country to another. Brand is universal.

Developing brands
Firstly brands is developed as needs of consumer's. Then it is created as a unique market in position but developing of it took long time. Developing of brand consist of four stages:

1. Identifying consumer needs:
Consumer of needs are not static because needs can change with developing of technology. So the brands strive to improve with tecnology for corresponding needs.
2. Designing products:
Product design and packaging are very important because needs of consumer are corresponded by them. For example; canning, baking, chilling and freezing.
3. Cost-effective production:
If the product wants to be give value and competitive the cost-effective is requirement for it. Product efficiencies, marketing efficiencies and distiribution efficiencies are more important for competitor.
4. Creating brand positioning:
This is the way in which the product meets the consumer need. Most important thing that brand has to be orijinal for every product.

Managing brands
There are four activities for obtaining of brand considerablely:

1. Monitor lifestyle changes:
While a brand making change in design it always must be in good value as protect originality.
2. Explore technological changes:
The beneficts can increase with developing technology so the brand leaders have to profit from developments and bring benefits to the marketplace.
3. Measure product performance:
Product mustn't be decadent and never decrease to second grade.
4. Never change positioning:
If brand position change, consumer loses buyers' trust. For example; packaging, distribution and media communication will all change. So, brand position must be fixed.