Classification paragraph. Nedoboi Sergii. Draft 2.

BRAND CLASSIFICATION

Experts in the field of marketing distinguish such brand forms: product brand, service brand, organizational brand, event brand, personal brand, and geographical brand. The first type clearly prevails in number over the other types of brand and usually consumers recall it first (Nestle). The second feature identifies an intangible service, which is much harder to present in an attractive way because it is impossible to touch it or to see it (FedEx). The third form is a brand of corporation, non-profit organization, political party, educational institutions (IPRA). Occasionally going sport, entertainment or art events are the next group (Olympic Games). The fifth form is a brand of celebrity which extends much further than the scope of their activity (Michael Jordan). The last but not least is a brand of a city, country, and resort (Cannes). There are many different approaches to classify brands. Moreover, a consumption society is growing and this growth demands new ideas in branding.