Do you know that brands have value? value, what value!!

Till the end of the seventies, the academic research was interested in the study of the couple formed by " the branded product ". It has establishes no distinction between the impact of the brand and that of the product.

In 1979 Srinivasan advances that the brand has a value (utility), independent from that of the product. Indeed a product is something which tends to offer a functional advantage, whereas a brand is a name, a symbol, a conception (design), or an imprint which improves the value of a product or a particular service.

Since then, the idea was progressively imposed that the brand and the product are two different concepts forming two distinct constituents of the firm offer . This separation is spark off the emergence of the concept of brand equity.

With the globalization of the exchanges and the advertising, the brand became a real social and cultural phenomenon in many countries today.In fact ,the brand cover multiple facets. Brands may be a quality guarantee, sign of membership in a social group, an unifer element of clientele etc. Thus, today certain products meet a big success only because of the brand affixed on them.

If we observe the number of children who ask to their parents to buy them, not a jeans but a Levi's, not soft drink but Coca cola or Orangina , no shoes but Nike or Puma, we can say that we buy brands before buying products.

Many definition were attribute to the brand concept, however we will retain the commercial definition, which is the more important for firms.

What's brand?

A brand is a name, a term, a sign, a symbol, a design or a combinnation of these latters, which serve to identify goods and services of sellers and differentiate them from competition.

Coca cola, Pepsi, Channel, Mercedes, Nokia,etc

Are brands important for you?Is there a difference between a product and a brand ?are they synonymous concepts ? why do you prefer Nokia rather than Sony Ericson? why do you choose Swisscom rather than orange?

For me branding is very important for firms, in fact brands helps identify and differentiate the goods and products.

From my point of view, brands simplify shopping especially if you are hard to please like me.

The aim of my blog is to attempt to explain brand concept and some aspects of this latter.