The definitions and conceptual framework of the following terms are studied: brand, mark, sign and definitions. The research was conducted on the basis of definitions and approaches of these Western marketing «gurus» and practitioners of well-known Western experts in marketing, advertising, management, and psychology, as well as our domestic experts and scientists. Such definitions for a brand include trade, commercial, commodity, brand and others. The analysis of the literature showed that these definitions are identical, and in the Ukrainian case, it is necessary to focus on the legislative framework. The author also studied the definition of a trademark with the following definitions: trade, commercial, commodity, brand and others. These definitions and their conceptual framework were also found to be identical. In addition, the definition and conceptual framework of «brand» were also studied. The main synonyms for the brand in their definitions can be quality, image, memory, positive impressions, psychological effect, advertising and positioning. In the Ukrainian market, consumers and even experts often equate the concepts of a trademark, a trade mark and even a brand. However, this is not correct. I support this understanding of Western and domestic scientists that these are three consecutive steps. If to explain briefly, TS is a sign of indication of goods and services issued in the state according to its legislation. TM is a sign or logo under which the seller sells his goods and which is known to buyers. TM may be identical to the TS, and may not be identical to it. A brand, in turn, can be a well-promoted TM or it can be promoted without TM. In the West, TM and brand are practically the same thing, because there is basically an oligopoly market where several powerful firms operate with a not very developed product market. The terms TS, TM, and brand came to us from the West. The first two in the West were introduced around 20–40 years of the last century, and the brand around 60–70 years of the last century. The brand in the West went through four strategies from commodity to corporate. The basis for the definitions was the goal and historical facts and opportunities. Due to the change in these two factors, we have given a new definition of the brand. This definition is based on the UN resolutions on the exhaustion of the Earth's resources and their inconsistency with the ability to meet the needs of modern man and the right and responsible attitude. That is, we can interpret it as «green» marketing.
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Sep 26, 2024
Sándor Vida + 1
Open Access
