Where is our buy button?
“The subconscious activity of the earthworm is much more complicated from the information point of view of what our consciousness does” (I. N. Pigarev). It is clear that I am…

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"CHANGE YOUR CONSUMER NO SENSE, NEED TO CHANGE TOGETHER WITH IT "
Company evolution Compared to 2011, when we started, Eco-Shop is completely different. Firstly, our stores have become more beautiful. Secondly, the range has expanded significantly. We started from 150 positions,…

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Triggers and motivation in advertising
Why do some products get our attention and some not? How do some foods shape our habits? Do these products have any similar features and patterns? This book describes a…

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Brand as an important component of company success

Style, image, image, effect – words related to each other. And both in everyday and in professional life, not only to form an opinion about yourself, but also to create the image of a product, company, store. It is important that the potential consumer perceives the product exactly as the seller wants to present it. That the product meets the needs, ideas and expectations of the client. To make it stand out, it had pronounced competitive advantages. After all, if the buyer, despite the similar qualities of the goods, chooses the products of a particular brand based on its impeccable reputation, then we can talk about the product as a brand.

In addition to reputation, a branded product must have a number of unconditional characteristics, such as:

guaranteed quality;
common knowledge;
prestige;
accessibility in terms of purchase options;
the presence of a significant number of loyal customers;
easily recognizable name and logo;
brand prevalence.
The presence of all these characteristics suggests that the product is a brand . And, if certain properties of the product, the design of its packaging can be copied, then the brand is unique. Thanks to this, the formation of the brand contributes to the economic benefits.

The concept of a brand can be compared with some bilateral agreement, where the buyer agrees to pay a certain amount by the seller, and the seller guarantees that the product has specific properties, quality, has a certain packaging, advertising support. And, most importantly, the seller guarantees that the emotional component at the conclusion of this contract will be exactly what the buyer expects.

It takes more than one year to acquire a brand’s status. The well-known chain of stores “Mango” began to position its product as a Spanish brand of clothing and accessories, having come a long way of development. It began in 1984 with the opening of the first store in Barcelona, ​​and currently there are more than 630 stores in 75 countries.

The logo of the brand is black letters of strict marking that make up the word “Mango”. Shops are located only in large shopping centers or in the city center. The interior is decorated in bright colors, which, according to psychology, is associated with the buyer with qualities such as dignity, practicality, reliability. The formation of the brand’s clothing is also influenced by its “face”. For example, in an advertisement for the spring collection “Mango”, this is Kate Moss, which represented the world’s leading brands, such as “Louis Vuitton”, “Versace”, “Gucci”. Even those who did not buy clothes of these brands heard about their prestige, quality, price. Transferring associations from an advertising campaign, logo design, store interior, an image of high-quality, representative, fashionable, moderately aristocratic clothing for energetic, active customers who appreciate dynamism both in professional life and in leisure time is created.

Pink color, text written as if by hand, a heart instead of a dot above the letter i is a description of the logo of the brand “Kira Plastinina”. The brand is distributed in Russia, Ukraine, the USA and is quite young. The first store was opened in 2007 in Russia. “Kira Plastinina” is positioned as a brand of youth clothing, the collections of which are bright, original, created for cheerful, stylish girls who strive to emphasize their bright personality in everything and always remain in the spotlight. The interior of the shops only confirms this. Snow-white walls, mirror elements on the ceiling, a round sofa in the center of the trading floor, pink color in which dressing rooms are decorated – all this gives the impression of romance, lightness, celebration, joy. Corresponding associations evoke brand collections, for example, “Kira Plastinina for Lindsay Lohan”. Nevertheless, Kira Plastinina also has jackets, trousers, complemented with bows and ruffles, possibly for business romantics.

Most shoppers over the age of 25 are unlikely to go to the Kira Plastinina store in search of a business suit, and girls of about eighteen are looking for an extravagant outfit for a party at Mango. From the point of view of the buyer, the psychological component of the brand concept is important, the information that is stored in the consumer’s memory. And in this case, thanks to the established associations, brands are represented in different segments of the clothing market. And the formation of these associations is extremely important. After all, competition among goods does not occur in any particular territory. They compete in the minds of consumers. This is “exclusively intellectual wars, and no one ever sees the territory on which they take place”

A paradigm shift: the past and present of the organizational model
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Where is our buy button?
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Packaging as a necessary element of brand formation
Most of the goods in the view of the buyer are associated primarily with packaging. This applies mainly to consumer goods: food, household goods, cosmetics, equipment, stationery and others. Without…

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Finding the Buy button
“When nature was limited to fit, we would go down to the cattle” (W. Shakespeare, “King Lear”). In my previous article “Where is the Buy button”, I wrote that, based…

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