Just like technology, it gained momentum and the brand reached a level beyond its purpose. In fact, this shouldn’t be intentional. Credit should be given to the brand’s huge success. Because a brand, which was first born as a trademark (a sign of difference), becomes a value sign over time. This paved the way for the brand to take precedence over the product and service. Just like some advertisements that precede a product/service. You played the role very well, especially in our world where everything is compared to matter and ego is satisfied instead of needs. Achieving this balance is linked to presenting the brand as well as the technology to meet the requirements.
Due to high brand performance, people are now buying value, not products or services. Only thanks to the status provided by the brand, people try to carve out a position for themselves in society and compete to become the elite. However, while hundreds of products with the same quality are offered in the market, people trust the brand and resort to branded products, even if they are expensive, just with the appeal of the brand. It is understandable that people trust brand guarantees beyond meeting their needs. The second factor is that they are buying value/reputation through the product/service. But the main thing is that the brand puts in the package everything that it promises to its target audience. Otherwise, there can be no talk of a stable brand or a brand that can survive.
The main philosophy of marketing is the brand concept. how? In marketing, the phrase “how you sell, not what you sell is important” means that presenting something has as sensitive criteria as its production. In this stage, the brand creates attractive and invisible packaging for the product. When we go into the process of marketing services and products, we must understand that a brand is not just a name, but rather a driving force and a reason for preference. A brand is the image in people’s minds. It is necessary to put this image, this image well in people’s minds.
One criterion for measuring brand quality is to look at the age of the brand. There are institutions and brands that witnessed an immediate boom in the business world and achieved sales that far exceeded expectations. The brands that first appeared on the agenda made a surprising impact on buyers and made their sales much higher than expected. It’s not uncommon for treacherous spring weather to shake up these businesses. Because here, the market was overtaken by appealing to the emotions of the moment, not by launching the brand. The brand did not make any real progress but used temporary energy. As in the case of Kula Turka, immediate exits may not be sustained. Cola Turka’s current situation may not be so bad in its industry, but its debut in the market is different. Because Kula Turka first appeared by feeding into the current global agenda. Advertising campaigns that coincided with the US invasion of Iraq and were associated with this state of war had a fireworks effect on Kola Turka and achieved a rapid rise. However, the current exposure was not driven by the strength of the brand, but rather by the method and timing of advertising. It is impossible to talk about the brand strength of a product that has just been launched on the market. A strong brand is one that matures and persists over time. Brands can also estimate how successful they are by looking at their statistics over time.
Whether a brand is a product or a name correlates with brand retention and success. When we look at successful brands, we can see that people almost put their needs in the background and use them as a class indicator. The power of the brand has transcended the product and become valuable in its own right. To the point that some organizations have now resorted to selling the brand by bringing it to a certain level, and have achieved high profits by selling the value of the brand instead of the organizations’ financial savings. The product disappears but the name remains. Names are the heavy part of the brand and have been established. Names are imprinted in the human mind before the product. So it should be melodic and catchy. It should influence the purchase decision and encourage purchase. If we examine the elements of the product and brand together, we can understand that there must be integrity and balance. In other words, neither the brand nor the quality of the product/service can be left behind. Both should be complementary balancing elements. It is a big mistake for a company to put quality in the background by relying on the brand or to put the brand in the background by trusting in quality. Even if its star suddenly shines, it becomes a brand only as good as its product/service.