Brand name decision refers to the enterprise's decision to use one or several brands for all products or different brands for different products.
on this issue, there can be roughly the following four decision-making modes: individual brand names and enterprise names are used together.
that is, the enterprise decides to adopt different brand names for different categories of products, and adds the name of the enterprise before the brand names.
enterprises often use this strategy in the development of new products.
Adding the enterprise name to the brand name of a new product can make the new product enjoy the reputation of the enterprise, and adopting different brand names can make various new products show different characteristics.
For example, Haier Group has introduced Pathfinder color TV, Hercules freezer, Big Prince, Little Prince and Little Wonder washing machine.
Branding decision refers to the activity that an enterprise decides whether to give a product a name or design a logo.
historically, many products did not use brands.
producers and middlemen sell their products directly from barrels, boxes and containers without any identification certificate from suppliers.
The guild in the Middle Ages made great efforts to require craftsmen to put trademarks on their products to protect themselves and protect consumers from inferior products.
In the field of fine arts, artists attach marks to their works, which is the birth of the earliest brand marks.
Today, the commercial function of brands is particularly valued by enterprises, and branding is developing rapidly. There are few products that do not use brands.
Commodities such as soybeans, fruits, vegetables, rice and meat products, which have never been branded in the past, are also put in distinctive packaging bags and sold under the brand name. The purpose of doing so is naturally to obtain the benefits of branding.
the use of brands has the following benefits for enterprises: it is beneficial to order processing and product tracking; Protect some unique features of products from being imitated by competitors; It provides an opportunity to attract loyal customers; Contribute to market segmentation; Help to establish the image of products and enterprises.
Although branding is the general trend of commodity market development, for a single enterprise, whether to use the brand must also consider the actual situation of the product, because while obtaining the above benefits brought by the brand, it also costs a lot to establish, maintain and protect the brand, such as packaging fees, advertising fees, labeling fees and legal protection fees.
So in some supermarkets in Europe and America, there is a phenomenon of no brand, such as some basic daily necessities with simple packaging and low price, such as thin noodles and toilet paper, which enables enterprises to reduce their spending on packaging and advertising in order to gain price advantage.
generally speaking, for those products that can't form certain characteristics in the process of processing, consumers will not pay too much attention to the brand when buying because of the high homogeneity of the products.
In addition, the brand, like the packaging, origin, price and manufacturer of the product, is an external clue for consumers to choose and evaluate the product. For those products that consumers only value the style and price of the product and ignore the brand, branding is of little significance.
once an enterprise decides to establish a new brand, it is not just to design a pattern or take a name for the product, but to make consumers reach the level of brand recognition through various means, otherwise the existence of this brand is meaningless.
unprocessed raw materials and products that do not have different characteristics due to different manufacturers can still use the brand-free strategy, which can save costs, reduce prices and expand sales.