Iryna Yasynovska
Kamianets-Podilskiy Ivan Ohiienko National University
Scientific Supervisor: S. I. Nykytiuk
TRADEMARK AS AN ELEMENT OF ADVERTISING
Abstract: The article deals with the main objectives of the trade mark and its relating to advertising. In the article was identified the main techniques used in the trademark advertising for attracting customers and the main features of trademark’s impact on people.
Keywords: trademark, advertising, marketing.
Trademarks are the basis of modern trade. These are the names by which the company advertises and sells its products. Due to their connection with the goods, they provide information to society about goods and services helping to stimulate and maintain demand for them and make the company and the product widely known. The trademark, which is highly advertised, allows to distinguish and convey to the target audience prestige, unique to the consumer the property of the product.
The aspect of the trademark as an element of successful enterprise activity was seen by large number of scientists, namely F. Kotler, K. L. Keller, V. Rudelius, N. O. Babenko, L. A. Moroz.
Research questions of advertising are engaged by such scientists: V. O. Zharov, G. O. Androshchuk, F. G. Vashchuk.
The purpose of the article is to identify the features of the use of the trademark implementation in advertising and how advertising affects the consciousness and behavior of people.
Trademarks are intended to perform “investment function”, and in particular serve as a tool for gaining reputation, through which the purchasing appeal of goods increases [1].
For today almost 30% of purchases are carried out on the recommendation of friends or acquaintances, so the positive experience of contact with the mark of one buyer leads to several positive decisions about its acquisition.
The trademark is the main element of marketing that guarantees the quality and safety of the product. Today, advertising has become an inalienable attribute not only of economic but also social life of the population. In the condition of the information economy, advertising has become the dominant source of information, a means of communication between commodity producer and consumer, the factor of enterprise success and means of increasing competitiveness.
Highlighting the goods of the manufacturer in a huge mass of other similar products, the trademark is an integral part of any advertising material. It is placed in printed advertisements, brochures, catalogues, booklets, on outdoor advertising, and advertising TV shows are made so that trademarks can be seen on the goods. With the help of wide advertising companies, trademarks are introduced into consumers’ consciousness and subconsciousness, and then they begin to play an independent advertising role when choosing a product [2].
Foreign manufacturers, actively using advertisements, create new brands, thus creating sustainable competitive advantages of their trademarks in the minds of consumers (Google, Apple, IBM, Microsoft, McDonald’s, Coca-Cola, SAP, Facebook, etc.). In fact, in today’s market there is a struggle between the signs of individualization and their advertising images for the place in the minds of buyers.
The most important task for any company is to stand out among a huge number of competitors in the market, attract customers and make them their regular customers. Consumers perceive a trademark as part of the product itself. They create an addition value of the goods, which makes it possible to increase the prise of the product and allows to allocate the organization among competitors.
Trademarks are able to influence the behavior of consumers, intellectual property objects that can be bought and sold, and which guarantee future earnings to their owners [3].
An important technique used in advertising trademarks for a highly engaging audience is the emotional transfer of motivation to buy. Advertising should be oriented to consumer groups with the same lifestyle. Under conditions where emotional reliability plays the first role, the emotional effects of a trademark’s buying are the main reasons for the re-purchase of such a product. The reflection of the lifestyle determines the display of a certain type of person who is experiencing positive emotions from the use of the trademark.
The process of selecting a trademark begins with the fact that it is necessary to convert an unknown image of a product or service to a known target audience. The display of people who use the trademark (user-as-hero of an advertisement) is the most successful reception in advertising, since these users play the role of leads or an information source of advertising that effectively affects such an audience.
An important point of trademark advertising is the reflection of a lifestyle of a certain type of people who feel positive emotions using the mark. People have to identify themselves with the user of advertising trademark, while advertising itself should also appeal to potential consumers. That is, at the stage of perception of advertising, in the process of processing advertising information to the target consumer should have the feeling that this trademark is for him.
The next admission is a statement of profits to support the trademark. it is necessary to inform the consumer about the benefits in case of purchasing a trademark of the manufacturer in order to reduce the risk that the consumer may have in contemplating the future purchase.
One of the examples of successful trademark strategy is the trademark Coca-Cola (according to Interbrand, Coca-Cola ranked first in the global brand ranking for 2008).
The high qualifications of Coca Cola managers have allowed them to choose a more successful strategy in dealing with buyers. The Coca-Cola advantage is associated with the holiday, its New Year trees and bright fireworks, magic trains – all these are signs of a charming country, with rest, that is, with family values that will never be in the past. This marketing strategy gives such a great popularity to the trademark and also to influence the consciousness and behavior of consumers.
Consequently, today advertising is the main driving force behind product promotion. It has become the dominant source of information, a means of communication between commodity producers and consumers, a factor in the success of the enterprise and a means of improving competitiveness. Trademark advertising is important in promoting products on the market and provides allocation among a large number of competitors. An important factor in attracting an audience is the reflection of a lifestyle of a certain group of people and the motivation to buy that allows to increase the demand for goods.
According to the indicated in article we can conclude that the trademark as well as advertising which uses different techniques for attracting buyers has a significant influence on the consciousness and subconsciousness of people.
References:
- Вовк О. Б. Аналіз об’єктів, що можуть бути торговими марками: види, класи, захист. 2011: http://www.lj.kherson.ua/2014/pravo02/part_4/46.pdf
- Песоцкий E. Современная реклама: теория и практика. – М.: 2006. C.82.
- Котлер Ф. Маркетинговий менеджмент / Ф. Котлер, К.Л. Келлер, А.Ф. Павленко та ін. – Київ: „Хімджест”, 2008. – C. 258-260.