Approach to analyzing qualitative and quantitative characteristics of a companys brand

To identify first goods, and then services on the market, first in the USA, and later in other countries of the world, in the 20–30s of the last century, a trademark was introduced and legally formalized, and later in the 50s, a trademark or trademark. Later, in the 60s–70s, the concept of a brand was introduced, which, in addition to material value, also had psychological and social significance and material and even spiritual value. The concept of a brand itself is meant and associated by various authors as: either as a trademark, or as a trademark, or as a company image or an image of buyers, or as a quality product or a fashion for something or as a way of distinguishing oneself in society or compliance with a new trend. In the 70s, the brand acquired legal force in the USA, but not in our country. A brand can also mean «what we have in our heads, or even at the genetic level» or «our past feelings and memories». Also, a brand is how the manufacturer looks at the world and how it changes or plans to change our world for itself. When we buy a brand, we hope that we are buying the appropriate quality of the product or service that we associate with it and that we will like it, these are our feelings. In addition, in many cases, various scientists say that a brand is the manufacturer's promise and our expectations. Brands have individuality and are often positioned in the market to differentiate from competitors. A brand can be both tangible and virtual, depending on the goals and objectives of the manufacturer, that is, the brand is often tied to the company's mission. The development of a trademark and a brand name for a brand goes through three stages: trademark, brand name and brand. Let's briefly describe them: a trademark is a designation registered and patented by the legislative framework and it is tangible; a trademark can also be a sign under which we sell and it is also something tangible; and a brand is our associations, beliefs, faith, intuition, emotions, our virtual reality, our metaphors, and it is partly material, but for the most part it is not material, but a virtual, psychological, communicative and social feeling or self-satisfaction. The book «New Branding. Current Brand Concepts from the Classics of Marketing» states that the brand itself has developed from the mid-1950s to the present day in three consecutive strategies, and today we already have and recognize the fourth strategy. Namely: a product strategy with an orientation towards rational substantiation of the qualitative advantages of the product; the next strategy was consumer-oriented and this is a strategy with an emphasis on the emotional benefit of the brand for the consumer, that is, the brand becomes a talisman of a person's life; the next third brand development strategy was a strategy of subversion with a focus on competition – media content, which includes competition in the market, the main idea is to challenge the consumer; and the next fourth brand strategy was a company brand strategy with an emphasis on the values and strategy of the company, that is, on the corporate vision of the brand and its imposition on the buyer. Our vision is that today there is already a fifth brand strategy. This is related to society, morality and «green management and marketing», life on Earth according to its laws and efficient use of its resources. The focus of this strategy is the healthy physical and psychological state of human life in nature and the preservation and responsibility to nature. The main idea of this fifth strategy is the social responsibility of consumers, manufacturers and governments to future generations for the preservation of Earth’s resources and educating consumers to do so that it becomes part of our DNA, our lifestyle and our thinking. The main reasons for such a strategy are the new roles of the brand in its new approaches to educating consumers to care for nature at the level of human DNA, its morality and the legislative field of society as a whole and at the state levels of different countries of the world. Because our patent and register a trademark, we can also patent a trademark. We believe that a brand should also be patented and for this, it is necessary to introduce its qualitative and quantitative characteristics, as Interbrand does when it determines the 100 most influential brands every year. Then people who have the brand index in public access will be able to honestly evaluate it and get a complete description of it according to all indicators. The brand itself can be presented as a pyramid of quality for each market and product, as well as show its development or death. In addition, the first four brand strategies can also take place or be pulled up to the fifth brand strategy. We also believe that four additional brand strategies help the main brand strategies in their development, distribution and life. These are: the individual brand strategy of the manager, owner and production team; the second brand strategy is the strategy of distribution or its own sales network; the third additional branding strategy is the strategy of individual sales and Internet branding; and the fourth strategy is innovation and alternative branding, which is called lateral branding. This issue has not been presented in such a perspective. To assess the qualitative and quantitative characteristics of all five strategies and their transition into the fifth main branding strategy, both expert assessments and consumer assessments and weighted and integral indicators can be introduced to assess various characteristics of brands and compare them, manage them and their development and evaluation, and possible budgeting for their development in the future.