Here are some key points to help you differentiate a brand from a product according to Mark Batey :
A product is bought for what it does, a brand is chosen for its meaning.
A product can be seen in a shop window or in an online store , a brand remains in the consumer's mind.
A product becomes obsolete, a brand can be eternal.
A product can be copied by the competition, a brand is unique.
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Components of brand equity
To generate brand recognition, consumers must go through several stages, for example:
Knowing that a brand exists.
Interact with the brand and form a perception of it (positive or negative).
Have a strong brand value .
Let's look in detail at what each of the components of brand value consists of :
Brand perception
Brand perception is generated when a consumer defines what a brand represents for them, regardless of the message conveyed by the company behind it.
This impression that customers form of a brand is built from its advertising campaigns, slogans, logo and advertising messages.
This set of strategies serves to promote visibility and, therefore, to ensure that each user achieves brand recognition (knowing the characteristics of the product or service) and also brand awareness (the values of the brand).
If you are taking the first steps to create your brand or want to renew it, we invite you to try our tool: Slogan Creator . With this short and easy-to-remember phrase, you can highlight the characteristics of your business and capture the attention of your customers.