A mark It is the hallmark that distinguishes one company from another., is the one that identifies the service that is offered or the product that is sold, for the consumer this is the one that sets their preferences when making purchases. buy consumer goods in general.
brand value, This by itself already has its own identity, transmits a message, welcomes the consumer, gives them an opening for what it represents, provides status, suggests quality, prestige, fashion, etc. and is that the image of a good brand is worth a thousand words.
But this concept has its history and within it its natural evolution, at first the brand served to give geographic identity to products, which meant its quality or not depending on its origin, this identification was made in the clay containers before firing them so that the place of origin would be printed on them, gaining its identifying value around the XNUMXth century.
Later, in the so-called Middle Ages, the collective marks where the different parts that participated in its manufacturing process were identified in the product and which was positioned as a seal of guarantee of this, an example that we have found in the manufacture of fabrics where the piece had each of the brands that contributed to its manufacture, weaver, dyer, etc.
By the XNUMXth century, consumers began to associate a brand with a product to be able to differentiate them from other similar ones, already by then the proliferation of brands and consumer goods forced to make these associations.
arrives the industrial Revolution and with it the brand acquires a new, much more sophisticated character where the appearance of packaging and the graphic elements in them made it easier to differentiate one product from another, the functionality not only of the product, but also of the appearance and with it came into play its benefits, value was already given to other elements apart from the quality of the product itself.
This mechanism of differentiation and identification that had been achieved through the brand, escalated to the big corporate brands whose range of products and services is wide, may or may not be related to each other but which are contained in an image, logo, name, etc.
A company can create your own brand and use it at your own interest and convenience, these are some of the ways they usually use them:
single brand
It encompasses each and every one of the products and services of a company, when the user looks at the image, he immediately associates it with what the company sells, for example, only computer products, only products and services for pets, etc.
There are large corporations that are easily identifiable just by looking at their logo, such as IBM and HP.
single brand
When inside a big brand, you are given a independent identity to each of its products, that is very common to see in those of P&G.
mixed brand
It is a combination between the single brand and the individual brand. There are very specific examples in the automotive industry, the consumer already associates the vehicle models of his choice with the brand, for example, Jeep Cherokee, Chevrolet Cruze, Ford Explorer and so on.
distribution brand
These are used to identify products and services with the brand of who is going to market them, they are also called White marks and they belong to mass distribution networks specialized in the sale of products.
For those who have small businesses or are about to create one, this information will be very useful for you. identify what kind of brand you have and if it is the appropriate one or what type of brand should be designed based on the products and services that it is going to offer to the users. It will also be useful for consumers because many things about the brands that we thought we knew fully were now explained.