Brand names give consumers ideas and assurance about the quality of the product, service and region. Increases the interaction between brands and consumers, recognition and preference process becomes clearer and easier. It draws attention to new products, new activities that may be beneficial to consumers for companies. The brand influences consumers’ buying and preferring behavior, and communicates with consumers through many channels. Even though the determinants of consumers’ preference for a product are generally known as price, convenience and quality of the product; they may be influenced by another determinant in the choice of the product, which is whether the product to be purchased is a brand or not.
Generally, basic needs of people may be the same, but some needs are more prominent than some people. Consumers prefer the products and services offered by brands through their own experiences, social environment, friend relations or advertisements. In this interaction process, consumers assign meaning to the brand that offers the product or service, and they determine the preference of that product or service according to the meaning attributed to the brand. One of the most important characteristics of being a brand is that it helps the consumer to determine the buying behavior.
It is necessary for brands to continuously make plans with strategic methods and to organize these plans and decisions in the right proportion. Brands offer an image to their target audiences, guarantee the quality of their products, and include collective solutions to possible failures. Brands, with their names and connotations in mind, create values that contribute to or eliminate the beneficial properties of a product and service.
The brand has a meaning as a reflection of the value and image of the product, service, region and features. As a guarantee of identity and character, brands in the constantly changing market have the feeling that the brand spirit remains the same even if the product changes. Brands, like human beings, are dynamic, lively structures that live and live.
The benefits of brands for consumers are as follows:
The brand is the consumer’s quality guarantee.
It introduces the consumer to the characteristics of the product, service and region and provides assurance.
If the consumer’s preferred product or service is a brand, the consumer knows that the sales guarantee services of the product he / she owns will continue after he / she owns the product.
The brand enables the consumer to recognize a product and distinguish it from other products, thus ensuring that the product demand is continuous.
In addition to the aforementioned benefits, the importance of the brand can be considered in general for companies, consumers, countries and cities.