Brands.
What is branding and why do we need brands? A brand can be a name, a term or a symbol. The brands guarantee a certain quality level. And brands should add value to products.
But in our days increases the number of fakes. Calvin Klein, the New York fashion designer, is tired of piracy and has started a global offensive against counterfeiters. Because, the fake goods, mostly T-shirts, jeans and baseball caps, not only reduce the company's own sales but damage its brand image. The move began with a general change in corporate strategy whereby Calvin Klein has aggressively expanded its interests outside North America.
There are many different types of brands. They require separate marketing support. For example, the famous fast food company, McDonald's, launched Campaign 55 to help it compete against rivals. McDonald's offered a Big Mac for 55 cents instead of $1.90. But this promotion was unpopular, because when customers were at the cash register, they found that they had to buy french fries and a drink at the full price to get the cheap burger.
In my opinion, brands always add only value to products. That's why branded products seem to be more expensive among other ones. But, I think, we need brands, because we like to identify with it.
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