THE ROLE AND SIGNIFICANCE OF THE BRAND FOR DEVELOPMENT AND PERSPECTIVE OF THE ENTERPRISES

The brands are always recognized for the quality that is delivered to the consumers, the distinction that they offer to the markets while gaining additional benefits to the companies and organizations, and they can also be characterized through the products, services, corporations, personalities and location.The influence of the brands cannot be overestimated, particularly taking into account the requirements of the organizations and enterprises to satisfy the needs of their clients and consumers, as well as to exist and compete in the market.Brands are in need of a continuous development and care, in order to come up towards the requirements of the clients, who, whereas they remain satisfied from the product and the service, the market becomes more and more suitable for their promotion and the positioning of the brand becomes increasingly important, particularly in achieving and realization of the main goal which is to be different from the majority of the competitors in the market.Key to the brand creation is the sustainability of the presentation, regardless what in fact the organization desires to share with its consumers. All that the organization creates,before anything else it has to speak about its brand.The appearance of a sustainable image of the product often happens to surprise the consumer. Whatever element of communication is being used, including advertising and PR, or some other impact point, first and foremost, to the consumer has to be transferred an uniformed and unambiguous message.44From here, it can be verified with certainty that communication is one of the most important and key sources for creation of a quality brand.The formation of the brand is a long and complicated process, which requires a quality cooperation with the team, as well as certain investments in the implementation of the previously well-advised marketing strategies. However, the investments themselves in this process will always pay off if are well thought and they increase the market value of the product, as well as to the company itself as a whole.Every product can be a brand if the communicationwith the consumer is clear, systematic, sustainable and creative. In order to make this possible, the first step isa clearly defined creation of the brand strategy, which will be the ground for all future communication activities.The brand strategy, where professional teams within the specialized agencies for branding and advertising in its processingare usually engaged, happens based on the detailed analysis of the product, the market, the competition, the needs, the desires and the habits of the consumers. From this analysis emerges what is called the essence of a product, its point of distinction in relation to all other products that fall into its category.45The brand represents a strong source of competitive advantage, as a sort of constant quality assurance that is knowable by name.Primarily, through the formation of its brand is built the loyalty of the consumer toward the product or the service itself. The same are set in a particular brand and with it, it increases the direct profit of the company. This is of a significant importance because the expenses are four to six times higher when is invested in finding new consumers rather than maintaining the existing ones. Likewise, the consumer’s sensitivity in the existing prices is also reduced and is strived more to convince them for the priorities of the competing brand.Finally, the data from the abovementioned analysis and research shows that on the market the branded products are more purchased than nameless products and services. Accordingly, the brand keeps the value because it is accepted as a product with a higher quality, implying a higher value for the invested money by the users, respectively the consumers.