On the contrary, I believe that in each case, we can comprehend (and comprehend), thanks to some combination of factors has developed a specific brand. Another thing is that this study will have little effect in order to formulate brendstroitelstva principles. Brand in the mind of the consumer! Each time the objective reality is changing, therefore changing, and consumer settings. In order to create a brand requires a certain extended period of time (this in itself is a necessary but insufficient condition for the evolution of the brand and its transformation into a brand name) and that the competence of the agency to develop a concept of a brand (only the attribute of possible future brand), which will include fonotip, trademark, design products, packaging design itp and its communication strategy to market, but it does not mean 'branding'. Brand – set of attributes. Brand – a set of images, thoughts, and all the symbolic information associated with the particular company and (or) service.
Brand serves to create associations and expectations of the product. In order to avoid confusion in concepts (and applied disciplines categories are conditional), the essence of various phenomena to me simpler and concise explanation in terms of abstract economic theory. So, very briefly. Product differentiation can be linked to two factors: differences in consumer characteristics of goods that satisfy the different tastes and differences in the quality of products that satisfy the same tastes. The first type is called – Horizontal differentiation, the second – vertical. Coexist in the market, both types of differentiation, however, the predominance of one or other of them shows a different effect on the development of competition and the position of firms. Consumer Choice in these markets run by various factors in a horizontal differentiation is determined by the choice of commitment to a particular brand (brand name here is evolving into a brand most often). In the vertical differentiation – the level of income and effective demand for goods (the transition from brand to brand is possible, but requires considerable effort and not just financial).
Hence, different goals and objectives of a particular type of advertising campaigns: for markets with vertical differentiation – campaigns are a channel to provide consumers with information about a particular product in a particular place of purchase (other factors), for markets with horizontal differentiation – improving adherence channel brand. Thus, for a specific product or brand development firm, may be the goal, but most product categories in the regional market, has zero chance transition of the brand to brand. And it's not bad nor good, this is an objective reality. What does this statement advertiser? Clearly, in two different cases will be different communicative (what you say consumer) and a media strategy (how you communicate your message to the consumer) as a minimum, well, as a maximum – of the model and development of the business. "Hanging out" is from side to side, as you know, to bring no good. By Hamburg score, while none of the Ekaterinburg advertising agency can boast of their involvement in the creation of brands. Yes, and the examples run conventionally successful brands are not typed in a few tens of all of our advertising department Yekaterinburg. So my position is: 'Less than opium for advertisers, more honest, in terms of his beloved profession of action.