In 2010, the fashion house Trussardi celebrated its 100th anniversary, and this year the brand is celebrating the birthday of its corporate logo featuring a greyhound, which is 40 years old. In honor of such an event, an Italian brand in collaboration with a Japanese illustrator Yuko Shimizu and director by James Lima released a short animated film The Sky Watcher with a purebred dog in the title role. website learned the history of the logo in detail Trussardi and remembered other emblems of famous fashion brands.

Trussardi: English Greyhound

The history of the brand began in 1910, when Dante Trussardi opened a workshop for the repair and manufacture of leather gloves in the Italian town of Bergamo. But the greyhound became the symbol of the brand only in 1973. Her nephew decided to use Dante Nicola Trussardi. The Greyhound hound, graceful, elegant, dynamic and refined, perfectly symbolized the style of the brand. In addition to gloves, Nikola began to produce other leather goods stamped with the new logo.

« I saw many paintings and ancient Egyptian bas-reliefs depicting these animals, and was completely blown away by their beauty and incredible elegance., - Nicola said about the logo he chose, which has become synonymous with Italian quality.

In a new video Trussardi The Sky Watcher, released for the anniversary of the logo, a statue of an English greyhound comes to life chasing a magical rabbit through the streets of Milan, bringing the city's monuments to life. But by morning the miracles end, and the bronze Greyhound returns to its place - to the entrance to the boutique of the Italian fashion house.

“We wanted to avoid going into explanations about the history of the brand, and preferred emotions, beautiful pictures and music", - admitted the creative director of the brand Gaia Trussardi.

Chanel: Intertwined Cs

Logo Chanel- one of the most famous in the world of fashion. Two intertwined letters "C" can be seen on all products of the brand, but for the first time the symbol appeared in 1921 on the bottle of the legendary perfume. Chanel #5. There are several versions of the creation of the emblem in the form of two "C". According to the most popular, these are the initials of the Coco Chanel, which she drew shortly before the opening of the first boutique Chanel. Adherents of the second, less common version, attribute the authorship of the logo to Mikhail Vrubel, who drew the symbol introduced by Coco in the 1920s much earlier, in 1886. It is known that the ornament in the form of a connection of two horseshoes, symbolizing double luck, was fashionable at the end of the 19th century. Therefore, many researchers believe that the similarity between the emblem of the fashion house and Vrubel's sketch is a mere coincidence. Although there is another version: this emblem is just a reminder of the wrought-iron ears that adorn the doors of the orphanage where Chanel grew up. One way or another, Coco did not fail with the choice of the logo, it brought good luck to the House.

Versace: Medusa

Symbol of the fashion house Versace- the head of a jellyfish - appeared in 1978, when the 34-year-old Gianni Versace opened his first name boutique in one of the most prestigious areas of Milan via della Spiga. Legend has it that shortly before the opening, the designer was walking in the garden of his mansion in Reggio di Calabria and drew attention to the marble figure of the Gorgon Medusa. The most famous of the three Gorgon sisters, with a woman's face and writhing snakes instead of hair, who turned a person to stone with one glance, would ideally fit the role of the brand's logo. Gianni was always interested in mythology and classical literature and decided that in a new context, the head of a mythological creature would symbolize fatal attraction. It is in the role of a temptress that the fashion house Versace I saw my customer.

Burberry: Knight

English brand logo Burberry appeared in 1901, when founded in 1856 by a young Thomas Burberry The brand has already become quite famous. From the very beginning, products Burberry distinguished by high quality fabrics, convenience and practicality. During the First World War, commissioned by the British Royal Air Force Thomas developed a waterproof raincoat (the same famous trench coat). And in 1901, when the founder of the brand received an order for the manufacture of full uniforms for officers, the question arose of creating a trademark Burberry. Then the emblem of the brand appeared - the figure of a knight-rider in armor and with a spear in his hands, which was depicted against the background of a flag with the inscription "prorsum", which means "forward" in English. Such a motto reflected the desire for even more progressive inventions, and the spear was a symbol of protecting the traditions of quality.

Lacoste: crocodile

Sports brand Lacoste was founded by a famous tennis player René Lacoste. The Frenchman, who was sent to England by his father to receive a prestigious education, became a 10-time Grand Slam winner. But at the peak of Rene's career, doctors discovered tuberculosis in the tennis player. His sports career came to an end, but Lacoste conceived new project. In 1933 he, along with André Housing created a company La Societe Chemise Lacoste, which produced T-shirts for tennis players, golfers and sailors. The logo in the form of a crocodile appeared even before the creation of the brand. The fact is that journalists have long called the tennis player nothing more than a crocodile. “I was nicknamed “Crocodile” after my argument with the captain of our team Rene said. - He promised to buy a suitcase made of crocodile leather that I liked if I won an important match for the national team.” Lacoste was not at all offended by the journalists and sewed an image of a crocodile onto his sports uniform. A small toothy alligator was painted by a famous artist and friend Rene Robert George. It was this famous crocodile that moved to the brand's items. Lacoste.

Ralph Lauren: polo player

Ralph Lauren, once the son of Jewish immigrants Ralph Lifshitz, founded the company in 1967 Polo fashions and already in 1968 he opened his first boutique. worldwide famous logo The brand was born in 1971, when Ralph first gave women a men's polo shirt.

“My wife has an excellent sense of style: she can choose such a shirt and jacket in a men's store that people then ask where we got these clothes,- Ralph told about his innovation. - Her image reminded me Katharine Hepburn in his youth, athletic and non-fashion, in the form of a horsewoman with hair flying in the wind».

The designer not only created a polo shirt for ladies, but also placed a logo in the form of a polo player on horseback on its cuffs. Lauren himself admitted that for him the game of polo has always been the personification of wealth, luxury and power. Coming from a poor family, he always dreamed of becoming a part of high society, joining it. The fashion designer's dreams came true, and the polo player figure that symbolized luxury for Lauren is now associated with classic American style.

Fred Perry: laurel wreath

Fred Perry- the famous English tennis player of the 1930s. He founded his company in 1952. It all started with the collaboration between Fred and the former Austrian footballer Tibby Wagner, who had the idea to sell an elastic band around his wrist under the name Perry. Soon, athletes expanded production and began to produce sports shirts. Fred Perry. Of course, the name of the popular tennis player was associated with the famous Wimbledon tournament among buyers, and they willingly purchased the brand's goods. It is known that originally a heavy smoker Fred wanted to make a smoking pipe as the logo of the brand. He did not think at all that such a symbol would not be suitable as an emblem for sportswear. But, fortunately, Wagner dissuaded Perry with the words "the girls won't like it." The partner suggested an alternative:

"What about the laurel wreath you wear on your jacket and sweater Davis Cup?» .

Since 1934, when he won Wimbledon, Fred has always performed with this symbol. Despite the fact that Perry's relationship with the English club did not work out, Fred requested permission to use the laurel wreath directly from the director of the Wimbledon Club. He was very happy that the famous tennis player would use their symbol, and agreed. Subsequently, clothing brands Fred Perry with a recognizable wreath has become the uniform of a number of subcultures of the twentieth century, in particular mods and skinheads.

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A logo is a graphic representation of a trademark. It is created for easy recognition of the company's brand among consumers.
The logo should be unique and of high quality, to attract the attention of the buyer. The logos were created in order to differentiate the products of manufacturers from the same industry.

The KOLORO company is engaged in the development of one-of-a-kind logos.

There are several types of logos:

1. Logo "Letter" - one or more letters are used.
2. Logo "Symbol" - depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" - a graphic element of the image and text.
4. The Logoslovo logo consists of letters only.
5. Abstract Sign Logo - creates a visual form of the company concept with the help of a symbol.

The first logo in the world

The first logo in the world was the image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog loves to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture "Dog listening to the phonograph".

In 1900, Marc Barraud's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the picture and they decided to release their goods with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced with a disk one. The drawing became the first trademark of companies: HMV music stores, RCA, Victor and HMV records. The company also began to produce records with Nipper's drawing.
The logo currently uses the music channel of the HWV store.

The evolution of the logos of world brands

The logos of world brands did not always look stylish and concise. Some companies, even though they are popular with consumers, have redesigned their logos. Main reasons:

• change in direction of activity;
• following new trends.

Let's look at a few examples of the evolution of company logos.

• Apple Global Corporation

The first logo of the company was an engraving with Isaac Newton under an apple tree, which was wrapped around a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After the departure of Ronald, the logo was changed.

The second Apple logo was designed by Rob Yanov. Nothing remains of the company's old logo, except, perhaps, the idea of ​​a fruit falling on Newton's head. Apple's new brand name is the rainbow bitten apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.

• Samsung

Samsung means "three stars" in Korean. The company was founded in South Korea. The first three logos used the stars and the Samsung name.

In 1993 the company decided to create a new logo for its 55th anniversary. It exists until today. It is a blue ellipse in the center of which "SAMSUNG" is written in white stylized letters.

• Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After the name change, the products began to be exported to the United States.

The name Twix is ​​made up of two words, "double" and "biscuit". Twix bars are very popular all over the world. In Ireland, they are still sold under the original name Raider.

• Coca Cola

Coca-Cola has the most recognizable corporate identity of the logo, which is over 117 years old. The company was founded in 1886 and the logo in 1893. The company's logo is written in "Spencer" calligraphic font. It was created by Frank Robinson, an accountant and friend of the owner of the company.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company logo to New Coke. Having made this marketing move, the company began to lose sales. Consumers did not like the new name for the drink. After some time, the drink was returned to its former name Coca-Cola, thereby the company improved its sales.

• Pepsi

In 1903, the Pepsi-Cola brand was created. Agree, the first logo of the company is not very pretty. You could say it's a failure.
To prevent this from happening to your brand, you need to contact the KOLORO team of professionals who will help make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to The Coca-Cola Company that it could compete with it on the same level.

In 1962, the company changed its logo to a three-colored ball and dropped the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.

• McDonald's

McDonald's was founded in 1940. The first logo of the company - the image of the chef Speedee . The Speedee logo was later redrawn. In the 60s, Jim Spindler changed the company logo to what we know today. And that's the letter M.

Fashion industry logos (famous fashion brands)

Almost every one of us can recognize and name brand monograms. For fashion houses, the logo is very important because most of the fashion houses are named after the founding designers.

• Louis Vuitton

The fashion house was founded in 1854. The corporate logo of the company is the LV monograms. The color of the monograms and canvas may have changed, but the logo of this brand itself has not changed to this day, except for a little simplified in the 2000s.
Brand clothes are made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are copied the most. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

• Chanel

The first Chanel logo appeared in 1921. He was depicted on the bottle of Chanel No. 5 perfume. The company logo is a double letter C. It resembles two wedding rings that are not closed together. The letter C is the initials of Coco Chanel.

• Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.

• Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of the representative of ancient Greek mythology - Gorgon Medusa. The designer explained why he chose this character: "It is a synthesis of beauty and simplicity that can mesmerize anyone, just like the clothes produced by the brand."

• Givenchy

1952 Givenchy starts making clothes High Quality, as well as the line jewelry and perfumery. The brand logo is very simple and concise. A quadruple G is placed in a square. It looks like Celtic jewelry.

Car brand logos

Winged cars:

Bentley- British luxury car. The characteristics of the car can be described in just a few words - aristocratic luxury. The logo of the car is the letter "B" enclosed in wings. The emblem indicates the power, speed, elegance of Bentley limousines.

Aston Martin The car logo was created in 1927. These are the eagle wings that frame the Aston Martin lettering. The owners of the company compared their car with an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first American car logo was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to "open wings". They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. From English "swallow" means "swallow". After the Second World War, most Europeans had negative associations with the SS emblem (association with the Nazis), so the company's owners decided to change the name of the brand. The Swallow Sidecar was replaced with a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

Lamborghini- At first, the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Now, Lamborghini brand cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari- the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-golden background with a painted Italian flag at the top of the logo.

Initially, the Ferrari logo was on the plane of the pilot Francesco Baracca, during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

Best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The label name is very interesting. Virgin in translation from English means "virgin".

Created the logo of Virgin Records (the first company), the English illustrator Roger Dean.

A few years later, the Virgin brand became very popular among English performers. After signing Virgin with the punk rock band the Sex Pistols, Branson decided that their company lacked audacity. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know now on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.

Sony Music Entertainment- established in 1988 and owned by Sony. Included in the "Big Four" record companies in the world. Sony Music covers almost the entire show business.

The first logo of the company is multi-colored, small triangles in the middle of which were the letters SMV. The logo of the company changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: on a white background, a simple red brush effect and the text "SONY MUSIC" appears in the appropriate Sony font.

AC/DC is a world famous rock band. Most people may not know the band's work, but everyone recognizes the AC / DC logo.

Creative director Bob Defrin helped create the rock band's logo. The font was chosen from the Gutenberg Bible - this is the first ever printed book.

Huerth's intention was to create an emblem in keeping with the biblical imagery of the AC/DC song "Let There Be Rock". Of course, the lightning and blood red coloring suggest less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pasha helped make the band's logo. For his work he received 50 pounds. The designer was inspired by the expressive lips and tongue of Mick Jagger. It was also inspired by the Hindu goddess Kali.

Queen are a British rock band from the mid-1970s. She captured the hearts of many listeners. The logo was created by lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the signs of the zodiacs of the musicians of the group.

Logo Design Trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in logo graphic design.
Logo Trends 2017

Minimalism

Many companies resort to this style, because minimalism is all about simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was a black and white image of a Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow rendered with a gradient effect.

color gradient

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at its peak for a long time to come. A striking example is the international payment system MasterCard. The company's designers have simplified the design and used the filling of the geometric shapes of the logo.

black and white trend

Black and white design will always be in trend. Conciseness and simplicity of two colors is always a win-win option.

The best example is the world famous Nike brand.

Carolyn Davidson helped create the logo for the brand. The logo depicts the abstract wing of the goddess Nike.

Geometric figures

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - video hosting service. The brand logo is a “bubble” in the middle of which is the “play” icon.

Lettering

Pretty simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering includes the company logo. Google. The first company logo was created in a graphics editor by co-founder Sergey Brin. new style designer Google logo became Ruth Kedar. It was she who came up with the logo design that we know now.

hand drawn

Hand-drawn logos look clear and “folk style”. A lot of worldwide famous companies use this style.

Johnson & Johnson — good example new trend of 2017. The company logo is very simple - it is red text on a white background, handwritten.

Web animated logos

Web animated logos are the trend of 2017. They look very bright, extraordinary. With the help of Gif logos, you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over the Sleeping Beauty Castle.

The KOLORO company will develop a unique design for your logo for you, because our experts are always on top of new trends in world design.

Every self-respecting company, in order to create its own image and successful promotion product or service, uses a trademark. This type of designation can be made in various forms - sound, illustration, font or a combination of them, but always serves to emphasize the uniqueness of the product.

Actually, for the right holder, a trademark has a number of advantages. They are mainly related to the possibility of its use and the prohibition of its use by other persons in the framework of civil circulation. Obviously, special rights apply only to products for which a trademark is registered. At the same time, the punishment for the illegal use of the designation provides for the civil code, administrative and criminal. It is important to note that only two concepts are protected by Russian law: “trademark” and its exact synonym “service mark”. The concept of "trademark" is also synonymous with a trademark, but can only be used in everyday life.

Among the trademarks that are most often used by firms, logos are most widely used, and we will consider them in more detail.

Logo and logo design

AT general view The logo is a graphic image, the purpose of which is to individualize the services and products of the company.

"Veles"
"Trading house Metals"

The history of this type of designation began in the 19th century, when the industrial boom provoked a struggle for a place in the sun between manufacturers. The first logo design was developed in 1896 for Prudential Insurance. AT this case a stylized image of the rock of Gibraltar was used. Another popular logo at the time is Nipper. The image showed a dog sitting in front of a gramophone, but in this case, the slogan was also used, which read: “The voice of his master.”

In this regard, it is worth emphasizing that even today there are disagreements. The fact is that some refer only the font part to the concept of a logo, while others also include a graphic part.

Features of creating a logo

Despite the difference of opinions, there are a number of features that must be considered when creating a logo or trademark.

First of all, it is important that the trademark of this type is equally recognizable and well read both on small items as well as over a large area.

The simplicity of the logo design is also important in order to make it as memorable as possible against the background of analogues. A good result in this regard is given by unique elements: colors, font composition and graphics.

Uniqueness is an essential attribute of a quality logo design. It should be borne in mind that even a color scheme similar to competitors can create confusion among potential customers.

Experienced designers always try to evoke associations and emotions with the help of an image that will positively influence the perception of a product. potential clients. It is worth emphasizing that the Design Factory specialists, thanks to their extensive experience, have perfectly mastered this technique.

With all this, it is extremely important to create a concise image that will not be overloaded with details. Only in this case the logo design will be recognizable and harmonious.

As a result, if all the details of the logo are worked out and all the features are taken into account, then a well-thought-out trademark design will become one of the elements of success throughout the life of the company.

Types of brands

As mentioned above, there are several different types of trademarks. When creating a logo, the main variations are symbolic, text, alphanumeric and combined.

The first version of the trademark contains signs, icons or symbols. Due to the content and versatility of the information contained in it, they have become extremely popular with serious companies. First of all, this is due to the associations of the consumer, the fact is that they are well remembered due to a strong connection with the process or some action.

"Ukrainian Guralni""

Text trademarks are similar in appearance to the previous ones, with the difference that the role of symbols is replaced by letters, while they are often depicted as a pictogram.

Trademark alphanumeric type means writing the full name of the company, its abbreviation or abbreviation, including one letter or a combination of letters and numbers, for example, “3M”. Usually, in order to individualize the product, specialists develop unique fonts.

"Diveevsky spring"

Features of combined brands are reduced to a combination of the variations described above.

If you are tired of being in the shadows waiting for the success of your product, we recommend that you contact our specialists who will develop an exclusive trademark and logo design for you and raise your company's recognition to a whole new level!

AT contemporary literature In marketing, 3 concepts are used: trademark, trademark and brand. In this article, we will break down the basic differences between these concepts so that you can use them in the right context, as well as consider the main functions of the brand and its contribution to the long-term success of the company in the market.

So, we have 3 concepts: brand, trademark and trademark. All three concepts differ from each other by area and situation of use.

"Trademark"

The concept of "trademark" in marketing is a set of certain properties, associations, images that allow the product of this brand to stand out from competitors in the market. The entire branding process begins with the creation of a brand name for a product. It is a kind of starting point for all other actions.

A trademark is born when you come up with a unique name for your product, develop a unique product design, create a corporate identity or come up with a slogan. At the same time, the product can be completely standardized and not differ in its characteristics from competing products. But the moment you create a brand name and design your product, you have given it a certain image. This is how your brand was born.

"Brand"

The meaning of the word "brand" practically does not differ from the definition of a trademark, with the exception of one feature: the distinctive properties and images of the brand allow the product not only to differ from competitors, but are recognizable, and the product itself enjoys a certain popularity among the target audience.

In other words, a brand is a well-known trademark that has won the attention and affection of the consumer. The difference between a brand and a trademark is that the elements of its corporate identity, brandname, slogan are recognized by the consumer, and also that the brand has won the loyalty of a certain part of the market, products under its logo are in demand.

A trademark becomes a brand through marketing communication. A trademark becomes a brand at the moment when a consumer has learned about it (in advertising, on a shelf in a store, from acquaintances) and remembered it. It turns out that as soon as your trademark has acquired at least some knowledge, it has become a brand, just a very weak one. The higher the brand awareness, the stronger the brand of the company.

Comment from the author: the brand and trademark stand out in individual concepts only in the theory of Russian marketing. There are only 2 definitions worldwide: "brand" and "trademark". The first means "brand" and the second "trademark". After all, in fact, the differences between a brand and a trademark are too minimal to speak of them as different words.

"Trademark"

A trademark is a completely different story. A trademark is a registered trademark that has one direct owner. In other words, a trademark is a trademark or brand passport, its direct function is legal protection. A trademark indicates that such a trademark exists, it is intellectual property certain person or company. Thus, the difference between the concepts of "trademark" and "brand" is the area of ​​their use.

There are 3 options for registering a trademark: in the form of a verbal, figurative or combined (verbal + figurative) trademark. Not every logo is a trademark. If you just drew a product logo, but did not submit its image for registration, your trademark is not protected from copying.

What products can become a brand?

Any product can become a brand: consumer goods; companies from the b2b market and the service market; companies retail, products that exist only virtually on the Internet; as well as people and public organizations.

Consumer Goods

Consumer goods include beverages and food, household goods, cosmetics, clothes and shoes, etc. Examples of successful brands in this group of goods can be Coca-cola, Nescafé, Ariel, Sony. A trademark for consumer goods should provide uniqueness, form differentiation and product image.

B2B market products

A strong brand in the business market strengthens the image and reputation of the campaign, which in turn leads to increased sales, stability and the establishment of favorable conditions for cooperation.

Goods of the service market

Services differ from physical goods in that they themselves are intangible. Service branding is of great importance, as it allows you to translate the company's abstract offer into more understandable images, explain plain language difficult conditions, distinguish services from competitors.

Retail companies

Retail companies, as well as any companies in the supply chain, also need branding. A trademark for such companies primarily forms an image, creates associations with the quality of service, service, assortment and pricing policy. With a strong brand name, a retailer can launch its own brands and compete with brand names, thereby increasing turnover and profits.

Goods and services on the Internet

Due to the growth of Internet coverage and the duration of stay on the Internet of target consumers, the opportunity to receive high income from effective work with consumers in this channel by creating brands of IT programs and applications. High importance in the branding of this type of goods and services is given to convenience and effective interaction with consumers, as well as faster fulfillment of all requirements than, for example, consumer goods can afford.

People and public organizations

People and public organizations, as well as certain territories, can also be brands. Branding in this area of ​​goods is about creating an image, associations and awareness.

Brand value for consumers

The brand is important to the consumer for three main reasons: it reduces risk, provides increased satisfaction from the purchase, and simplifies the process of choosing a product. Let's analyze each brand benefit for the consumer in more detail.

Reducing risks when buying

Buying well-known brands, the consumer risks less than purchasing goods from an unknown brand or manufacturer. Typically, the following types of risks are distinguished:

• Functional risks: are that the action and result from the use of an unknown product may not meet the expectations of the consumer.
• Physical risks: An unknown product can create discomfort for the consumer when used.
• Financial risks: the consumer will be disappointed if the purchased unknown product does not meet his expectations as a result, in addition, he will incur additional financial costs for the purchase of a new product.
• Social risks: the product can make it difficult to communicate with other people
• Psychological risks: the consumer always wants to get satisfaction from the purchase of goods, both physical and emotional. When buying an unknown product, he risks being dissatisfied with the purchase and experiencing negative emotions.
• Risks of loss of time: the inability of the product to satisfy the need forces the consumer to look for a replacement, which means incurring additional costs for finding and purchasing a new product.

Given the variety of risks that a consumer may incur when buying an unknown brand of product, the consumer prefers to buy well-known brands, the properties of which he has seen advertisements, about which he knows more information and, possibly, has a positive experience of use or recommendations.

Increased purchase satisfaction

Simplifying the Choice

A strong brand stands out among many products and reduces the time to search, purchase desired product. In an era of high development of most markets and tougher competition, the consumer is uncomfortable with a large number of new products. A well-known brand allows the consumer to reduce the time of choice at the shelf in the store.

Importance of a brand for companies

A company with a strong brand has competitive advantage before companies with non-branded products. She can get more high profit from sales, its sales are less prone to spikes. In addition, the brand becomes a certain barrier for new players to enter the industry.

Profit Growth

The main value of a trademark for companies is the possibility of increasing the company's profitability. By creating a strong brand, the company guarantees the consumer the reduction of certain risks, provides him with a certain service, and creates a sense of satisfaction. All these additions form an added value or markup on the price of a standard product. The stronger the brand, the higher the added value, the higher the company's profit.

Stability and longevity

It is assumed that the brand has a sustainable advantage, which provides a long-term opportunity to charge the added value for the purchase of goods, and therefore guarantees the stability of sales and profits. Long-term advantage comes not only from the unique features of the product (which are sometimes easy to copy), but also from the brand-customer relationship, which is a more valuable company asset and difficult to quickly copy and destroy.

Barriers to enter the industry

The presence of strong brands in the segment is a high barrier for new companies wishing to enter the market, especially if the market is highly promising. Strong brands already have high customer knowledge and loyalty, and new products will require a high level of investment to win over customers.

Tags: , https://website/wp-content/uploads/2016/05/brand-tm-tz.jpg 438 800 Leonid Borislavsky /wp-content/uploads/2018/05/logo.pngLeonid Borislavsky 2016-05-19 09:56:54 2016-08-25 08:26:54 Brand, trademark and trademark: meaning and function

Nizhny Novgorod State Technical University

them. R.E. Alekseeva

Department of "Public Relations, Marketing and Communications"

Discipline:brand management.

« Trademark and its value»

Completed:

Trushanov V.

Gr. 06-SSO-1

Accepted:

Prokhorova M.V.

Nizhny Novgorod, 2010.

Introduction 3

1.Brand 3

1.1 Definition and types of trademarks 5

1.2 Brand value added 7

1.2.1 Source of brand value added 8

1.2.2 Origin of brand value added 10

1.2.3 Brand positioning strategy 10

1.3 Brand identity 12

2.Brand economic effect 14

2.1 Brand, market share and earnings 14

2.2 Trademark lever system 15

2.3 Brand niche value 17

2.4 Consumer brand loyalty 17

3.Brand protective barriers 19

3.1 Development opportunities 19

3.2 Incentives for interest groups 20

4. Conclusion 21

5. Literature 24

Introduction

Building a successful brand is key marketing strategy and marketing management. A strong trademark provides the company with customer loyalty and prevents the implementation of aggressive plans of competitors.

If the company's offer does not stand out in any way from the competition, will consumers be interested in it, will they choose products on the basis of "cheaper" or "most affordable"? Managers who rely on competitive prices manage to achieve impressive results, rather in exceptional cases. If buyers believe that a certain brand has advantages over others, they will choose it and will readily give money for it.

The development of brand capital is the main task of the top management of the company. A typical British or American company is valued on the stock market at about twice its book value. At the same time, companies with strong trademarks are valued by the stock exchange at four times the value of their assets. Nowadays, a successful brand is very expensive. Nestle bought Rowntree for £2.5bn (six times the value of the latter's assets). GrandMet paid $1.2 billion for Heublein—essentially for the right to own the Smirnoff trademark in the US. A recognizable trademark is taken or leased, licenses for its use are sold. For example, Sunkist receives £10m annually for the use of its trademark by Cadbury-Schweppes, GeneralMills, Lipton and Ciba-Geigy.

By attracting and retaining customers, successful brands ensure that firms thrive. Having won loyal customers with their help, the company gets the opportunity to strengthen its market position, maintain reasonable prices and stable flows. Money which, in turn, raises the price of the company's shares and provides a basis for its further growth. The question of a trademark is not only one of the characteristics consumer market, the answer is of great importance to both business markets and service providers, retailers and recruiting organizations.

The purpose of this work is:

1) consideration of the characteristics of a "strong" brand

2) study of the features of its creation and development.

It can also be distinguished a number of tasks, which were set in this work:

1) Find out what a trademark is, and what is the individuality of different brands;

2) determine what a successful brand is, how it develops, functions and what protective barriers it has;

3) to learn how a successful brand, by increasing the value of the product in the eyes of consumers, contributes to the growth of assets and cash flows that are so important for shareholders.

1 Definition and types of trademarks

Most manufacturers try to distinguish their product from a number of similar ones. To do this, they "mark" the product with a trademark, i.e. own name, logo or design, or more often a combination of both, which is the distinguishing mark of the supplier. The company's task is to achieve not only a high degree of consumer awareness of the brand, but also to ensure that buyers give preference to its brand among competing brands. After all, a high degree of consumer awareness of the product is by no means always accompanied by adequate market demand.

In such cases, negative trademarks are meant (when its “proper name” is rather not a valuable advantage, but an obstacle to conquering the market) - « Woolworths», « midlandbank», « Skoda».

A successful brand is distinguished by the fact that it meets the functional expectations of consumers, but also represents some additional value for them, satisfying certain psychological needs. The basis of this added value is the belief that this brand is better and more preferable than similar products of competitors.

The most influential brands in the world

There are the following types of brands:

· Single brand of the company. Brand names such as "Philips", "Mercedes-Benz" and "Heinz" are the same as the names of the respective companies and are assigned to most of the products they manufacture.

· Individual brand names. The opposite approach: companies Unilever and Procter& Gamble have developed trademarks for each of their products ( « Pepsi», « Surf», « Domestos», « Fairy» etc.) and rarely mention their own names in advertising.

· Brand groups. Some companies combine groups of products under one (generic) brand name. For example, a corporation « Matsushita» supplies electronic equipment under four generic names: « National», « Panasonic», « Technics» and « Quasar» .

Single brand names have the advantage of being more economical, more recognizable, and generally easier to market in terms of marketing investment. On the other hand, individual names make it possible to more clearly segment the market, reduce the potential losses of the supplier in case of failure of one of its brands. Mixed approach and branding of a group of products is an attempt to balance these two advantages.

The trend of expanding the family of independent brands (practice Unilever and Procter& Gamble) left in the past: the risk of failure is too high at high marketing costs. Companies today focus on one or more established brands, using them as an "umbrella" or basis for producing complementary goods and services (brand extension strategy).

2. Added brand value

The question of added value - the subjective beliefs of the consumer - lies at the heart of building a successful brand. The existence of such beliefs is confirmed by countless examples. Tests that ask consumers to rate competing products blindly, without labels, often reveal a lack of strong preferences. But if the product is named Marks& Spencer. financialTimes. Sony or Cadbury, there is a decisive turn in consumer preferences. Consumers not only choose a strong brand, but also willingly pay a higher price for a well-known name.

For example. A group of consumers were asked to rate drinks « Coke» and "Pepsi» . During blind testing (the names of drinks were not indicated), 51% of respondents preferred « Pepsi» and 44% - « Coke» . In open testing (with brand names), preferences were on the side of drinks « Coke» (65%), and « Pepsi» got only 23%. Tests like these often demonstrate the amazing power of brands.

The magic of trademarks extends beyond consumer goods. In what has become a classic study, Harvard Business School professor T. Levitt convincingly proved that the image of a brand in to a large extent influences the buying decision industrial equipment. The more famous the brand name of a new product is, the higher the likelihood of a favorable attitude of the buyer towards it and the soonest acceptance of the new product.

With the development of global marketing, the importance of brands is increasing. For example, in the international construction market, US-trained engineers and consultants lead the roster of equipment and materials selection specialists. Working in Asia and the Middle East, they usually opt for well-known international brands, as a result of which local manufacturers decide on large contracts.