What does brand mean? What are the characteristics of the brand and how is it important? Find out in this article dedicated to a topic of great importance in the industrial landscape.
The American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination thereof that aims to identify the goods or services of a vendor or group of vendors and to differentiate them from those of competitors.” The function would seem to be to identify the brand of the product, to signal it compared to the competition, but in reality there is much more: what matters is the relationship that is created with customers and the possibility of establishing lasting bonds with them.
The brand brings with it the advantage of generating greater customer loyalty, their greater involvement with their initiatives and a greater ability to overcome crises or obstacles related to the market. A satisfied customer leads to a consolidation of the brand, to its better positioning in the sector and to a continuity of earnings over time: if the customer continues to choose the product of a particular brand, then the company achieves its stability and maintains constant prices. able to attract potential new customers.
The brand has an important function during the decision phase of purchasing a product, as:
The choice of the product by the consumer is what a company works for: the products are conceived, designed and created with the idea of solving a problem, simplifying the customer’s life and increasing his well-being (for this reason it is listening and understanding their needs is fundamental in the product design phase).
The AIRCOM® brand has a history of over 50 years, focused on the design and production of automatic spray guns for painting leather, wood, metals and plastics. The commitment we put into the design of our products is closely linked to the relationship with our customers and the needs of the market: we listen to the needs to be met and we customize the products based on the type of finish required, making the painting process faster and more and more uniform.
