Essay --

The term branding in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers branded their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans branded their harvest-times, for example, expensive silver tableware. Smiths branded their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well. all(prenominal) company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The ontogeny of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are distinguished to the consumer and facilitates the understanding of the product. The second problem was solved by the brand is a simplification of choice. Every day consumer is faced with many similar products, and he middling physically does not have time to compare all the annotations, the percentage composition, indications and specifications (f... ...ll one advantage and this is petrol stations. The Tesco Clare Hall has a petrol station and prices thither are always lower than usual. The ability of the management in positioning and establishing the product i s a success in any company that operates for marketing and pull ahead acquisition. Furthermore, the ability of the company and its management to complete and maintain a competitive edge among its competitor throughout the product differentiation is another basis to check out that is successful. Also, innovation and the constant development on the product lines and the growing number of customers also define the corporate standing of a company. Effective branding strategy and strong brand name are an important part of the profitable business. But, all the strategies and all marketing theories can be worth nothing without the respect of the desires of consumers.