Tầm quan trọng của thương hiệu pps

I. Opening Brand is one of the important factors contributing to the maintenance, expansion and development of domestic and foreign markets for businesses, improving commercial civilization, contribute to prevention of unfair competition. In the context of international economic integration of our country, businesses facing stiff competition, especially when many of the foreign goods entering the Vietnam market. So it is essential that businesses have to build a brand for their goods. II. Body 1. Definition A Brand is defined as “A name, design, symbol, sign, term, or combination of them, proposed to recognize, the services and goods of group of sellers or one seller, and to distinguish them from competition”. Thus, the brand identifies the seller and under the trademark laws, the seller is guaranteed exclusive rights to the use of the brand name and logo in perpetuity. General opinion, we propose two classification brand concept that businesses should care brand business and product brand. Brand business (trademarks family) is a common brand for all goods and services by an company. All goods of different types of businesses are branded the same. For example Vinamilk (assigned to the various products of Vinamilk). Honda (assigned to different goods and products of Honda - including motorcycles, cars, hydro, sawing machine ). Characteristics of the brand or family businesses are highly generalized and should be representative for the category of goods of enterprises. Product brand (brand collective) is the trademark of a group or a number of categories of goods that can be produced by a company or by different production companies and business. Brand products are often make by the business, in the same geographic area, is inextricably linked with geographical indications and appellations of origin of goods produced under the same brand. Examples of French Cognac spirits by different companies in the same associations as Henessy Cognac production, XO, Napoleon Vietnam has been recognized or geographical indications / appellation of origin of Phu Quoc fish sauce is not just a business means production in Phu Quoc, which may be due to the different businesses in the production of Phu Quoc, but must comply conditions of geographical indications / appellation of origin and have business associations with the "Phu Quoc fish sauce", the products are branded "Phu Quoc fish sauce''and will be named establishments at the bottom is the name of the enterprise. 2. The importance of brand a, For businesses a1. Brands are considered intangible assets and is valued by businesses: The value of the brand is very difficult to win, but thanks to the advantages that brands brings, goods and services will sell more, even with higher prices, easy to penetrate more markets. Brand that is not natural, it is created with more investments and different costs, the costs of creating brand value. Profitability and business potential that is achieved by the popularity of the brand will be defined financial value of brands. a2. Investment attraction: Brand famous not only create certain advantages for businesses in the sales process and provide services, but also create conditions and as a guarantee to attract investment and increase the sales relationship. Once famous brands, investors won’t afraid to invest in shares of businesses. This will create a favorable environment for business enterprises, contributing to lower production costs and improve competitiveness of goods and businesses. a 3 Building and maintaining customer loyalty to brand: For customers, when there came into contact - from product or service to the company's advertising products and services, commercial sites, presentation and customer preferences, transactions The company's customers, advertising and promotion - need to agree with each other to bring the brand experience perfectly and firmly. A4. Brand name will be the protection of the law to avoid imitation, confirming the advantage of enterprise features: From the importance of brand protection and registration of industrial property rights has been the company "trendy" in the forefront of strategic market penetration abroad. Most countries have a registry office and trademark protection for products of domestic and foreign. Brand is an assertion level of the enterprise products. Brands system will allow businesses to attack each different customer segments. b, For customer b1. Know the origin of the product: Brand help consumers know about the product with the manufacturer's signs attached to the surface, on the packages to confirm the origin of the product. Especially that used to identify a product or a service goods that are manufactured or provided by a certain company. Therefore, through the brand, we can know which products of any company or it is produced in the country. b2. Qualityassured: Brand is a promise. referring to the brand they usually imagine a well known company names. That's why customers mentioning names like cocacola, dell, hp, apple the production company has built trust from customers, the reassurance of product quality. Manufacturers have successfully linked the brand with product quality. Brand is a sign of trust and safety. b3 Save time searching for information: Brand is an intangible element but as an essential component of a business. Once the products have reached levels almost indistinguishable by the nature, characteristics and benefits of using the brand was the only factor creating the difference between products. Example U.S., people in a statistical average on consumer exposure to about 6 thousand advertising activities, and each year more than 25 thousand new products launched. Live in a world like that, the brand is a key factor to help consumers do not get confused, it helps consumers overcome any choice increasingly diverse capital when buying a product or service. B4. Affirm selves's value: when buying a branded product, customers will assert themselves level.There are many customers buy products because of its famous brand, or because the social status of the individual customer. III. Conclusion In summary, the branding is not only beneficial to businesses, for consumers. But on a whole economy, it is beneficial for the economy and for society. So we must understand the brand concept and grasp the importance of brand, to seize opportunities for economic development of society for the country.