The brand is originally a company asset, and its importance is no less important than other assets. It is important to emphasize that part of the value of the company comes from the market value of its brand, meaning that the brand has a significant impact on the success or failure of companies.
The brand has an important role to play in the success of the company, since the brand enables the company’s customers to distinguish the company’s products and services from competitors’ products and services, allowing the company to market its goods and services better, except that trademarks are not used as identification tools, ; The consumer who experimented with a certain product by the attraction of his brand, and rest of his quality persists in the purchase, and then generate loyalty to this brand, and continue to attract new customers, and therefore need to take the neighborhood So that none of the competitors will imitate the mark itself, and this will certainly have a negative impact on the name and image of the mark in front of the public.
It is necessary to choose a mark that is not similar in the market to specific categories, products and markets, by conducting research and research with the assistance of specialists in this field, and these studies should be done early in the selection process to avoid problems with companies in the market The promotion of the company is through the brand; It is the message to customers; then the brand is the cornerstone upon which the loyal customer base is built.
Branded enterprises can go out of bounds and expand into international markets.
A brand has a big role in generating income by contributing to improving the company’s share of the market or increasing the profit margin. In addition, the brand will push investors and venture capitalists to invest in it. Is the real wealth left to the projects in the event of liquidation or bankruptcy, in addition to the successful brand that has received great acceptance among customers, increase their competitiveness.
In the business valuation statements, brand transactions are treated as assets in the business markets; they can therefore be used for financing purposes; they can be used as collateral to finance a loan, or as an additional rule to request property rights, the trademark is wider than a legal paper or guarantee Social, and even become treated as a financial instrument.
The challenges of acquiring a distinct brand
When addressing the challenges that enterprises face in acquiring a distinct brand, solutions can be found later. A problem can only be resolved after the reason, or the reasons for it, has been identified. These include: insufficient care or investment in the brand.
These include: high cost of access to intellectual property rights, such as licenses and consultants’ costs, and despite the seemingly high cost, this will undoubtedly be part of the investment from the company’s assets.
Conclusion A trademark is a geographical indication, especially if there is a direct relationship between the trademark and its territory. The trademark is a “certification or control mark”; the mark confirms that the product meets the correct conditions, that is, it has been examined by the legal and regulatory authorities. This improves the image of the product to customers. For example, “eco-friendly products” ISO certification for quality “can benefit from this type.
It remains to be emphasized that the brand and the product are exactly like the flowers at the rose seller; the beautiful form is an attractive factor, and the fragrant aroma will push us to acquire it, so the brand and the content are complementary, one cannot form one apart from the other.