Like the technology, the brand gained momentum and the brand has reached the level of exceeding its purpose just like technology. In fact, this should not be intentional. It is necessary to count the high success of the brand. Because the brand, which was born as a trademark (difference mark) at first, has become a value mark over time. This paved the way for the brand to prevent product and service. Just like some ads outperform the product / service. It has played its brand role very well, especially in our world where everything is compared with matter and more ego is satisfied than needed. Achieving this balance is related to the presentation of the brand along with the technique of meeting the demands.
Due to the high performance of the brand, people are now buying value, not products or services. Thanks to the prestige provided only by the brand, people try to gain a status in society and enter the race to become elite. However, while hundreds of products of the same quality are offered in the market, only with the attraction force of the brand, people rely on the brand, albeit expensive, branded products. It turns out that people rely on the brand's guaranty beyond just meeting their needs. A second factor is buying value / reputation through product / service. But the main thing is that the brand puts it in the package whatever it promises to its target audience. Otherwise, it is not possible to talk about a stable brand or a brand that can hold on.
Brand concept constitutes the key philosophy of marketing. How? In marketing, the expression “What matters, what you sell and how you sell” now indicates that presenting as much as producing something has sensitive criteria. At this point, the brand forms the invisible, attractive packaging of the product. It should be understood that the brand is not just a name, but also a motive force, a reason for preference when we spend the services and products at the forefront of marketing. The brand is the image in people's minds. It is necessary to place this image beautifully in people's minds.
One criterion for measuring the quality of the brand is to look at the life of the brand. There are organizations and brands that have made an instant boom in the business world and have made a turnover far beyond the estimates. Especially the brands that made an agenda about the agenda created a bulking effect on the buyers and sold well above the expected. It is common for deceptive spring weather to shake these businesses. Because here, by appealing to the current feelings, not the brand output, the market was bypassed. The brand has not made real progress and has used instant energy. As in the example of Cola Turka, instant exits may not continue. The current situation of Cola Turka is not bad in its sector, but its first release to the market is different. Because Cola Turka exited by feeding from the current world agenda. Advertising campaigns, which were coincided with the US landing in Iraq and associated with this war situation, showed a rapid exit to Cola Turka, which had a cartridge capsule effect. However, the current output was fed not from the strength of the brand, but from the form and timing of advertising. The brand strength of a product that has just been released cannot be mentioned. The strong brand is the brand that matures and clings over time. Brands can also predict their success by looking at their statistics over time.
Whether the brand is a product or a name is related to the brand's adherence and success. When we take a look at successful brands, we can see that people almost put needs as a second indicator and use it as a class indicator. Here, the strength of the brand has passed the product and expresses a value on its own. In fact, some organizations have now started to sell the brand by bringing it to a certain level, and have made high amounts of profit by selling the brand value, not the material accumulation of the organizations. The product goes, the name remains. Names are the heavy part of the brand, they settle. Names before the product take place in the human mind. So it should be melodic, catchy. It should influence the purchasing decision and encourage purchasing. If we examine the product and brand elements together, it can be understood that it should be in integrity and balance. In other words, neither brand nor product / service quality can be left behind. Both must be complementary balancing elements. It is a great mistake for the business to put quality in the second plan by trusting the brand or to put the brand in the second plan by trusting the quality. Even if its star shines suddenly, it becomes a brand as much as its product / service quality.