Business Information

The Product and the Brand

“Initially, the brand (brand) is used to differentiate a product among other similar products. By using the brand, a product will come out of the category of commodity products, whose prices are determined by the laws of the market. Therefore, the chance to put up the price of branded products at above-average market price.

1955 in the Harvard Business Review, running an article entitled “The Product and the Brand” writing Garder Burleigh and Sidney Levy, which further clarify the differences between brands and products. The concept of the brand began to be formulated in the 1980s, including how to measure the value of a brand (brand equity). Later, the term became more popular brand in the 1990s, and became a major discussion in the field of marketing.

First, a brand with a name that is quite unique, beautiful slogan, logo design pretty or popular advertising jingles. Brand management was intended to increase brand value, with integrated marketing programs, promotional, advertising or public relations program. At that time, all the brands work hard to achieve brand value, brand strength, top of mind, brand awareness and brand loyalty, which ultimately will double the brand equity respectively.

Now, you as the owner of the brand seems to have changed the paradigm of the brand. It may be true, in today’s era of New Wave, “Brand is a Character”. Yes, it is not enough just to build the brand, but also have to build character. Merek only veil that wraps the real character of your product or business. Characters associated with who you really are, and how people see you are. Therefore, the process of building this character must be grounded in good values ​​that are universal, such as honesty, respect, responsibility, fairness, care for one another, and humanity.

One more thing, not a giant company it must fix its brand character. Every brand owner should do the same thing, even to the level of small and medium enterprises (SMEs). As of this moment I do to , a brand outlets in the meatballs, Central Java. It begins by creating a unique name, and then design an appropriate logo, including the capture community through social networking site Facebook. Because the target market more to consumers Pomegranate young age, character designed like today’s young, creative, open mind, fresh, and always the spirit. That is of course not forgetting the universal values ​​of honesty and goodness of others. “