Nowadays, the mass consumption of goods, numerous small and large markets, all kinds of manufacturers, brand names, now and then flickering before our eyes, striving to get into our field of view from windows, posters, city-lights, television screens, it is very easy to get confused in the main categories modern consumer system. Indeed, many people believe that the concept of a brand and a brand are one and the same. However, it is not. The concepts are really related, almost always related to each other.
You can even say that these two concepts are eternal and inseparable companions. In part, this will be true. However, they still have some differences. They can be formulated as follows. A trademark is the right to manufacture legally certified by the manufacturer of the goods. This is what distinguishes it from other manufacturers in documentary terms, we can say. A brand exists for the most part in our minds. This is a set of certain positive stereotypes about the product, carefully created by marketers. Perhaps the first known brand is the stigma of an Egyptian artisan who has left his mark on the product. The trademark was used as such in the Middle Ages, when workshop masters marked their goods in a special way.
As you can see, the practice of celebrating your own works goes back centuries. After all, this is the official consolidation of property rights. But the concept of a brand, although it had its forerunners in the same Middle Ages, was fully born only in our century of global consumption. The desire to attract customers to their own counter and outperform cunning competitors has led to the creation of simply brilliant advertising companies in recent decades. So, sandwiches from the MacDonald brothers, which are not attractive in their taste, have become known throughout the world. And the name of the company Xerox has become a household name for all devices of this type. All these are examples of successful advertising.
And if the creation of a brand consists in its registration, then the creation of a brand is a much longer and more complex project. The fate of the manufacturing company largely depends on it.
No wonder we live in a world of advertising! Chocolate manufacturers are convinced that their product is the sweetest, brands of children's clothing insist that their fur coats are the warmest for kids. Everything is aimed at creating a positive image, which in the consumer society objectively overshadows the quality. Hence the margins for the brand’s popularity, because customers perceive it as an integral component of the product.
Interestingly, a brand is not always a match for the brand name. Legally, it can exist under a completely different name than millions know it. Moreover, ostentatious wars of brands supposedly competing with each other, in practice, sometimes turn out to be a cunning PR move to promote both firms. How did this happen to the eternal rivals Pepsi and Coca-cola, owned by a single investor PepsiCo.
