A trade name can be a name, a term or a symbol. It is used todifferentiate a merchandise from rivals ‘ merchandises. The trade names guarantee a certain quality degree. Trade names should add value to merchandises. It ‘s a synergy consequence whereby one plus one peers three. But clients must believe they get excess value for money.There are different types of trade names. There are what we refer to as the base entirely brands or single trade names, for illustration Ariel, Haagen Daaz ice-cream, Direct line insurance, or Marlboro coffin nails. They require separate selling support. There ‘s besides the corporate stigmatization, or household trade names such as Heinz or Virgin. Marks and Spencer, Levis.We need new trade names because, well, clients want new trade names They want pick. They want a choice of different merchandises. They like to trust on the quality degrees guaranteed by the company. They like to swear merchandises. It makes shopping so muc-easier for them. And besides, they like to place with trade names.
4.the function of trade names in our life
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èñïîëüçóåòñÿ todifferentiate ïðîäóêò îò ïðîäóêòîâ êîíêóðåíòîâ . Áðåíäû ãàðàíòèðóþò îïðåäåëåííûé óðîâåíü êà÷åñòâà . Áðåíäû äîëæíû óâåëè÷èòü ñòîèìîñòü ïðîäóêòîâ . Ýòî – ýôôåêò ñîâìåñòíûõ äåéñòâèé , ïîñðåäñòâîì ÷åãî îäèí ïëþñ êàæäûé ðàâíÿåòñÿ òðè . Íî êëèåíòû äîëæíû ïîëàãàòü , ÷òî îíè ïîëó÷àþò äîïîëíèòåëüíîå ñîîòíîøåíèå öåíû è êà÷åñòâà . Åñòü ðàçëè÷íûå òèïû áðåíäîâ . Åñòü òî , ÷òî ìû èìåíóåì êàê îäèíîêèå áðåíäû èëè îòäåëüíûå áðåíäû , íàïðèìåð Àðèýëü , Haagen Daaz ìîðîæåíîå , ñòðàõîâêà Ïðÿìîé ëèíèè , èëè ñèãàðåòû Marlboro. Îíè òðåáóþò îòäåëüíîé ìàðêåòèíãîâîé ïîääåðæêè . Åñòü òàêæå êîðïîðàòèâíûé áðåíäèíã , èëè áðåíäû ñåìåéñòâà , òàêèå êàê Õàéíö èëè Äåâñòâåííèöà . Marks and Spencer, Ëåâèñ . Ìû íóæäàåìñÿ â íîâûõ áðåíäàõ , ïîòîìó ÷òî , íó , â îáùåì , êëèåíòû õîòÿò íîâûå áðåíäû , Îíè õîòÿò âûáîð . Îíè õîòÿò âûáîð ðàçëè÷íûõ ïðîäóêòîâ . Èì íðàâèòñÿ ïîëàãàòüñÿ íà óðîâíè êà÷åñòâà , ãàðàíòèðóåìûå êîìïàíèåé . Èì íðàâèòñÿ äîâåðÿòü ïðîäóêòàì . Ýòî äåëàåò ïîñåùåíèå ìàãàçèíà íàñòîëüêî muc-ëåã÷å äëÿ íèõ . È òàêæå , èì íðàâèòñÿ èäåíòèôèöèðîâàòü ñ áðåíäàìè .
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