PhD Кrainiuchenko О.F., Varchenko A.Y.
National University of Food
Technologies
STAGES OF DEVELOPMENT OF
BRAND
In our time, word "brand" used,
all without exception, mass-media, so it seems, that every average citizen
knows exactly and imagines, what this word means. However, large quantity of
people, even among those, who work in marketing and advertising, quite
difficult to formulate a definition of brand. Majority, under the
"brand" understand trademark, product name and logotype.
The term
"brand" is derived a word from the Old Norwegian, that matters
"hallmark". Primary notion
was created to denote the sources, manufacturer or owner of the product or
thing. With the development of commerce word "brand" came to mean
origin of the product and applied in with the purpose separating one
manufacturer from other, who manufactured similar products. Today, notion of
"brand" usually used to denote or identification manufacturer or
seller of the product or service [2].
Rather often the brand
associated with name goods, but it is not correct, because the brand – more, than
name, a set of emotional of bindings. Creation and
development brand – a very long and laborious process, which consists of the
following steps:
The first
stage – creation of the concept of a new product or service. At this stage lays
the ability brand to create demand and new needs. Also determines the target
audience of the future product (service).
The second
stage – studying of requests and values formed in consumers and degree of
satisfaction of the needs of potential competitors.
The third
stage – creating the brand concept (the basis for the development brand). At this stage conducted the
development of key ideas and differences of the future brand.
The fourth stage – a
comprehensive identification of brand. Complex means to ensure the
identification system is identity brand:
communicative
identification (name of
brand, slogan, rules of writing texts for brand and
the general format oral communication); the
visual component of brand (mark, corporate style, rules
for their application); sensor component
of brand (sound logo, branded music, etc); dynamic
brand identification (key components of
animation mark, principles of building interfaces, main components of animation
for video, presentations etc).
Fifth stage – creating
documentation brand: brandbook (motivating
book, which tells about brand not specialists,
function
brandbook -
impress consumers and highlight the brand with the best side); brand
marketing guidelines (collection of laws and
rules, which allow build a right communication of the brand for all period its
existence, composed for marketers, accommodates the basic
research results, a detailed description of the concept brand, technology brand
promotion , etc.); brand design
guidelines (compilation of standards, laws and rules, that
describe in detail process of development of design for brand. Includes
construction mark, color palette, font selection, construction layouts in
various areas and sizes).
Sixth
stage – development strategy for output the brand to the market.
The seventh and next
stages – the process of building permanent communication with customers, fans,
followers [1].
One of the main stages
of process development of brand building is actually its most of his conception,
which provides for the formation so-called DNA brand, is identical key features,
differences and characteristics of the brand created. According to, words of of
President consulting company "Contact-Expert" Trusov G. L., DNA brand
- its idea, embryo, and also frame, that allow the
brand to evolve. DNA includes brand legend, values and aesthetic code, needed
in next developing advertising creative.
In implementing the most
detailed study of the DNA the brand developers of strategy carefully study the various
client groups, formed, on the demographic sign and psychological needs. Researchers
analyzing the underlying motives and driving forces of these groups. Developers
strategies are considering various proposalsof competitors, trying to
understand, whan suitable for clients, what not.
Furthermore, analyzes the internal corporate culture, to determine, that unique
features make it special. Then all the
accumulated information is processed, in order to identify key proposals brand,
supported its main values.
Formation of the DNA
brand should be carried out on the basis of its important components, as: brand entity, brand essence (central idea of brand in the
shortest terms expression); brand
driver ( key motivator, that encourages consumers to
interact with the brand); brand mission ( "Great
idea" brand towards the world that brings the brand to a high social level.
In fact, the mission of the brand - a global social excuse market ambitions); brand legend, brand story (applies only to some brands, the existence
or occurrence of which is described using cases of fictional author); brand differentiation (set essential parameters that
consumers can distinguish and recognize a brand); brand positioning (application
for a place in the consumer's mind, a
clear statement of position, quality and brand differences calculated that
consumers recognize and will remember this brand); brand character (description
brand behavior similar to human behavior in key situations of communication and
interaction with consumers); RTB (set of rational and emotional
reasons why consumers trust the brand promises )[3].
Correctly developed a
DNA of the brand should be based on an understanding of deep processes of, which
govern relationships of people and brandsbecause it is so possible to achieve
correspondence between the service and brand.
Thus the formation of
the DNA brand plays an important role in the creation, development and output
the brand on market.
REFERENCES
1.
Аакер Д. «Бренд-лидерство:
новая концепция брендинга» / Д. Аакер, Э. Йохимшталейлер. – Москва; Издательский дом Гребенникова, 2003. – 325 с.
3.
Бренд
[Електронний ресурс] // матеріал з
Вікіпедії — вільної енциклопедії – 2013. – Режим доступу:
http://uk.wikipedia.org/wiki/.