Tầm quan trọng của thương hiệu pps

I. Opening
Brand is one of the important factors contributing to the maintenance, expansion
and development of domestic and foreign markets for businesses, improving
commercial civilization, contribute to prevention of unfair competition. In the
context of international economic integration of our country, businesses facing
stiff competition, especially when many of the foreign goods entering the
Vietnam market. So it is essential that businesses have to build a brand for their
goods.
II. Body
1. Definition
A Brand is defined as “A name, design, symbol, sign, term, or
combination of them, proposed to recognize, the services and goods of group of
sellers or one seller, and to distinguish them from competition”. Thus, the brand
identifies the seller and under the trademark laws, the seller is guaranteed
exclusive rights to the use of the brand name and logo in perpetuity.
General opinion, we propose two classification brand concept that businesses
should care brand business and product brand.
Brand business (trademarks family) is a common brand for all goods and
services by an company. All goods of different types of businesses are branded
the same. For example Vinamilk (assigned to the various products of Vinamilk).
Honda (assigned to different goods and products of Honda - including
motorcycles, cars, hydro, sawing machine ). Characteristics of the brand or
family businesses are highly generalized and should be representative for the
category of goods of enterprises.
Product brand (brand collective) is the trademark of a group or a number
of categories of goods that can be produced by a company or by different
production companies and business. Brand products are often make by the
business, in the same geographic area, is inextricably linked with geographical
indications and appellations of origin of goods produced under the same brand.
Examples of French Cognac spirits by different companies in the same
associations as Henessy Cognac production, XO, Napoleon Vietnam has been

recognized or geographical indications / appellation of origin of Phu Quoc fish
sauce is not just a business means production in Phu Quoc, which may be due to
the different businesses in the production of Phu Quoc, but must comply
conditions of geographical indications / appellation of origin and have business
associations with the "Phu Quoc fish sauce", the products are branded "Phu
Quoc fish sauce''and will be named establishments at the bottom is the name of
the enterprise.
2. The importance of brand
a, For businesses
a1. Brands are considered intangible assets and is valued by businesses:
The value of the brand is very difficult to win, but thanks to the advantages that
brands brings, goods and services will sell more, even with higher prices, easy to
penetrate more markets. Brand that is not natural, it is created with more
investments and different costs, the costs of creating brand value. Profitability
and business potential that is achieved by the popularity of the brand will be
defined financial value of brands.
a2. Investment attraction:
Brand famous not only create certain advantages for businesses in the sales
process and provide services, but also create conditions and as a guarantee to
attract investment and increase the sales relationship. Once famous brands,
investors won’t afraid to invest in shares of businesses. This will create a
favorable environment for business enterprises, contributing to lower production
costs and improve competitiveness of goods and businesses.
a 3 Building and maintaining customer loyalty to brand:
For customers, when there came into contact - from product or service to the
company's advertising products and services, commercial sites, presentation and
customer preferences, transactions The company's customers, advertising and
promotion - need to agree with each other to bring the brand experience perfectly
and firmly.
A4. Brand name will be the protection of the law to avoid imitation,

confirming the advantage of enterprise features:
From the importance of brand protection and registration of industrial property
rights has been the company "trendy" in the forefront of strategic market
penetration abroad. Most countries have a registry office and trademark
protection for products of domestic and foreign.
Brand is an assertion level of the enterprise products. Brands system will allow
businesses to attack each different customer segments.
b, For customer
b1. Know the origin of the product:
Brand help consumers know about the product with the manufacturer's signs
attached to the surface, on the packages to confirm the origin of the product.
Especially that used to identify a product or a service goods that are
manufactured or provided by a certain company. Therefore, through the brand,
we can know which products of any company or it is produced in the country.
b2. Qualityassured:
Brand is a promise. referring to the brand they usually imagine a well
known company names. That's why customers mentioning names like cocacola,
dell, hp, apple the production company has built trust from customers, the
reassurance of product quality. Manufacturers have successfully linked the brand
with product quality. Brand is a sign of trust and safety.
b3 Save time searching for information:
Brand is an intangible element but as an essential component of a business. Once
the products have reached levels almost indistinguishable by the nature,
characteristics and benefits of using the brand was the only factor creating the
difference between products. Example U.S., people in a statistical average on
consumer exposure to about 6 thousand advertising activities, and each year
more than 25 thousand new products launched. Live in a world like that, the
brand is a key factor to help consumers do not get confused, it helps consumers
overcome any choice increasingly diverse capital when buying a product or
service.

B4. Affirm selves's value:
when buying a branded product, customers will assert themselves level.There are
many customers buy products because of its famous brand, or because the social
status of the individual customer.
III. Conclusion
In summary, the branding is not only beneficial to businesses, for
consumers. But on a whole economy, it is beneficial for the economy and for
society. So we must understand the brand concept and grasp the importance of
brand, to seize opportunities for economic development of society for the
country.