Peresada, V. O., Khoroshilova, Y. O.

Kharkiv Institute of Trade and Economics

Ten principles for successful brand

Twenty-four hours a day we are surrounded by brands. Goods-brands, TV shows-brands, brands-travel.

Perhaps the first known use of the brand practiced by mankind in the days of ancient Egypt, when craftsmen put their brand on the bricks made by them to identify the creator of each brick. Also, there is documented evidence of the appearance of brands on the Greek and Roman lamps, Chinese porcelain.

Consider the ten tenets of creating a successful brand.

1. Create a brand identity. Style brand, its graphic embodiment, plays two important functions in the interaction with the consumer. First, it is the first seller of the goods. Second, it acts as a sort of navigation, which allows the consumer to recognize the desired item among many similar on the store shelf.

For this style of advertising that is implemented in the design of a product should possess properties that provide differentiation and recognition. These properties are:

- The color of the brand: a color or color combination that should be associated with the consumer with the brand;

- The brand font: no way that does not harm the use of widely known and used fonts. It is also important contrast the font color, which, combined with the overall color scheme creates the overall visual perception of the brand.

- A symbol (icon) of delirium: optional, but essential component of brand identity.

2. Formulate a consumer brand values. Trade mark is the brand when the need for it becomes aware of not only its owner but also the buyer. This occurs when the value offered to the consumer and the consumer benefits consistent with its needs and expectations. Such benefits can is functional, social or emotional. The ideal marketing solution can be to achieve a harmonious combination of three types of benefits, but in practice more often "unilateral" decision.

3. State the brand positioning. Positioning is an important component of branding. In fact, the positioning - this is a place that takes the brand into the minds of consumers. The brand is evaluated on a number of consumer options, or as we call it, positioning scales. In addition, for each product and service range of these parameters is different. The essence of positioning is reflected in their pointing a statement. When a pet owner says that the cat prefers to feed Whiskas, this means that the campaign has successfully brought to his consciousness positioning, stating that the Whiskas - this is the best food, the only one recommended by an expert in cat food - cat.

When planning and building brand positioning is necessary to follow the four golden rules. First, the positioning must be unique and recognizable. Secondly, the positioning must match the manifest and latent needs of target customers. Thirdly, the positioning should be supported by actual facts. Fourth, the positioning should be consistent across all elements of the marketing mix. This is more true to the practical implementation of positioning. The prestigious brand of champagne with a high price and exclusive positioning are not expected to be sold in commercial stands.

4. Strive for excellence advertising brand. Advertising traditionally has an essential role in the process of building and brand development. Advertising, the crucial task of building the brand, should meet the following basic criteria:

- First of all advertising must strictly conform to the developed brand positioning;

- Advertising the brand must speak the language of the consumer. Understandable brand advertising - a significant component of success.

5. Observe the constancy. Any change must be due to the emergence of new significant factors that have not been taken into account when constructing the concept of the brand. This refers to the three components of the brand, for which the constant is the most important value: the style of the brand (design, packaging), brand positioning, brand advertising concept.

6. Observe the architecture of the brand synergy. The position of brand manager must consist in the fact that the brand extension should add a brand properties that contribute to better meet consumer expectations formed on the basis of brand positioning.

7. Concentrate power the brand. Power of any brand lies in its two elements: of unique competitive advantages and consumer loyal to the target consumer group. These elements constitute a critical value, the preservation of which is the important part of brand management.

8. Learn your brand. Market research is an essential component of the brand of the process of brand management. Shares for the Study of the brand should be systematic, to be able to track the dynamics of various parameters and, consequently, to predict changes in the life of the brand and to plan appropriate action and change.

9. Manage your brand. Brand, like any complex mechanism that demands monitoring and control. Institute for brand management and brand management have emerged in the 1930s. in the bowels of the corporation Procter & Gamble.

Finally, brand management - it is actually management. As they say in many American companies, "brand manager is a general manager of the brand". That means the key role of brand manager in the process of synchronizing the activities of all divisions of the company and all employees involved in various activities that have an impact on the development of the brand. Brand Manager is central to the matrix system of project management "to develop the brand X".

10. Invest in the development of the brand. The company, which entered the path of brand development, should be ready to invest in the brand and do it consistently, continuing support for the project started at the first difficulty.

Isolated cases of brand-building on small budgets only prove the rule: wanting to make a lot of the successful brand tomorrow, need to invest significant resources in its development today.

These are ten general principles to follow that ensures success in building the brand. However, these principles are beginning to put into practice only by being fertilized creative, passionate interest and a certain risk, which is unthinkable without the business, one of the most powerful tools that are modern brands.