Learn about IP Law-
What is a brand? A brand is a business and marketing concept that enables consumers to associate a specific company or individual with a product or service. Through marketing, promotions, advertising, and sales, consumers establish a connection between the brand and the company or individual. A strong brand makes it easier for consumers to identify the products and services associated with it.
The identity of a brand encompasses distinct attributes that set it apart from its competitors in the minds of consumers. These attributes can include colors, designs, words, logos, and slogans. The combination of these elements, along with successful marketing and sales efforts, contribute to the creation of a brand’s image.
A brand’s image involves the emotional and psychological response evoked when the public hears or sees the brand. It establishes a specific commercial connotation in the minds of consumers. For example, certain handbags and vehicles promote a luxurious brand image, while other products like fruits or vegetables rely on a brand image associated with freshness.
For a brand image to be effective, advertising and marketing of the brand must be consistent. Additionally, the actual products or services being sold must align with the brand image. Otherwise, consumers who purchase the brand may feel deceived and be less likely to patronize it in the future.
If a brand’s image is influential, consumers may desire to purchase products or services associated with the brand even before using them. This is because consumers trust the brand to deliver products and services consistent with its established image. Therefore, reliability and trust are fundamental characteristics of a successful brand image.
What is brand loyalty? Brand loyalty refers to the goodwill and strong attachment that consumers have towards a brand. It entails the expectation that consumers will continue to purchase the goods and services associated with the brand, even if competitors offer similar products at similar prices and under the same terms.
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