Classification Paragraph. Nedoboi Sergii. Draft 1.

BRAND CLASSIFICATION

A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. [1]

Experts in the field of marketing distinguish such criteria to classify a brand: by subject orientation, by territory, by sphere of usage, by belonging, by hierarchy in a structure. The largest group of brand forms is included in “orientation by subject” criteria. It consists of such brand forms: product brand, service brand, organizational brand, event brand, personal brand, and geographical brand.

Product brand is the first type of brand appeared in the market. This is the basic branding core which clearly prevails in number over the other types of brand and usually consumers recall it first. Example: Nestle.

Service brand is a feature that identifies an intangible service. Intangible services are much harder to present in an attractive way because it is impossible to touch it or to see it. Example: FedEx.

Organizational brand is a brand of corporation, non-profit organization, political party, educational institutions. Example: IPRA.

Event brand is occasionally going events, usually in the world of sports, entertainment or arts. Example: Olympic Games.

Personal brand is a brand of celebrity which extends much further than the scope of their activity. Example: Michael Jordan.

Geographical brand is a brand of a city, country, and resort. This kind of brand is becoming especially popular in tourism and events. Example: Cannes.  

There are many different approaches to classify brands. Moreover, a consumption society is growing and this growth demands new ideas in branding.

Reference:

11.      The MASB Common Language Project - http://www.themasb.org/common-language-project/