Brand management is a conscious process of brand creation and development. Objectives: to increase brand value perceived by consumers; to increase the value of the brand as an intangible asset of the company.
Impeccable quality of goods or services in today’s world does not in itself guarantee unconditional success. The reason for most failures is high competition in any market segment. There are almost no untapped niches. Companies fight among themselves in the struggle for the love and attention of the consumer “to the last drop of blood.
The main contingent of manufacturers is able to produce a quality product, a little smaller number of firms – to advertise it well, but quite a narrow circle – to become financially successful.
You can produce a unique product with maximum useful properties and at a more attractive price than the competitors, but the consumer will pass by indifferently, reaching for the product with a well-known and familiar to him logo on the store shelf.
This love may seem irrational to an outside observer, but the patterns of its appearance can be easily explained by the basic fundamentals of marketing, and all its secrets are revealed by the creators of successful brands – from Coca-Cola to Apple.
Fans of these brands are sometimes seen as overly loyal and devoted to a well-known brand, criticized for their lack of a healthy level of criticism and skepticism. Just a glance at the familiar logo is enough for adherents of the “bitten apple” or “Bavarian motors” to make a decision about making a purchase. So what is behind this blind, selfless love and devotion of consumers?