5.8 : العلامة التجارية I

Branding involves crafting a unique identity for a company or product. It encapsulates a company's reputation and perception in the consumer's mind using elements like a name, logo, and design.

For instance, Nike's "Swoosh" logo, symbolizing speed and triumph, reflects the brand's ethos of inspiring athletic aspiration.

They are assets that embody a company's identity and values. For example, Coca-Cola's distinctive name, logo, color scheme, and positioning define it as fun and optimistic.

Brands also signify quality and reliability, reducing the perceived buying risks and simplifying customer purchasing decisions. A positive experience with a brand like Samsung can influence customers to choose it over an unknown brand.

Brands foster customer loyalty by consistently delivering quality, establishing emotional connections, and rewarding repeat customers. Apple and Starbucks exemplify this.

In competitive markets, brands with unique value and reputations demonstrate resilience against competition and price fluctuations, enhancing a company's market value and profitability.

Brands are crucial for differentiating a product or service, building trust, loyalty, and recognition, ultimately influencing consumer choices and contributing to company success.