Under mark guidance, or mark management (English: Branding) one understands the development and the support of a mark. Principal purpose is it to take the own product off (for example "Coca-Cola ") from the products of the competition ("Pepsi Cola ", "Afri Cola ").

A branded article has a higher recognizing value than "a NO name product "and thereby is more frequently bought. In addition a mark more confidence in the heads of the final consumers wakes and suggests a higher quality. From the customer connection to a certain mark frequently a higher profit for the offerer of the mark (maximization of profit) results.

A mark offers a basis by the possibility of the mark transfer also for new products, then for instance Porsche and Ferrari of towels manufactures sun glasses. Both are driven out under the name of the producer. One speaks here also of one "mark extension "or "fire Extension ". If a mark line is extended (like for example with "Vanilla Coke "or "Cherry Coke ", which belong both to the Coca Cola Markenlinie) speaks one of one "LINE Extension "or "line extension ".

Up-to-date strengthened political mark guidance one discusses: Can the mechanisms of consumer marketing be applied also to politics

Related links

• Virtual mark museum
• Mark knowledge from A to Z

To study one knows mark management at the UMC POTSDAM - University OF management and Communication (FH) in potsdam left

Articles in category "Mark guidance"

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