The term “brand awareness” is gaining increasing significance.

A trademark enables a manufacturer to distinguish his products from the competitor’s products. However, the interested relevant public cannot only distinguish the goods and services due to the trademark, but also connects a certain image with the company providing the goods and services. Nowadays, the consumers not only regard the price and quality of the goods, but also increasingly the image transported by the brand. The term “brand awareness” is gaining increasing significance. Consumers trust a familiar and serious brand. For the user of the brand, this means that several consumers prefer his product as opposed to the perhaps not even worse quality competitor’s products and maybe even pay a higher price.

The registration and, above-all, strategic marketing structure of a brand are therefore basically indispensable for a company’s successful marketing strategy.


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