BRAND AND PATENT

BRAND AND PATENT

Introduction

Others assets is the term that we can find on the balance sheet to appoint the minor account into assets with no classification below other degrees.

The brand is going to be a distinctive identification of a product manufactured or a service with a specific name, sign, picture, shape, etcetera…

In the case of Patents is the certification that de government of our country grants both individuals as a moral people, this is what allows to develop exclusively inventions that consist in new products into the time of 20 years

And in the Balance sheet this account registers increase and decrease for payments made to government

Brand

Brand is a visible sign that is used to distinguish and to individualize a product or a service from others of the same class or species. Its main function is to serve like element identification of many products and services that are offered an are lent in the brand.

The Brand constitutes the unique instrument that has to its disposition the consumer to identify and to be able to select to the articles and the services of its preference.

There is the importance and mainly the one of registering it.

A Brand must be registered so you are the proprietor; you obtain a title of Registry That gives you the rights to use it exclusive form in all the Mexican republic for example

For example in Mexico City the registration of a brand is made through the IMPI (Mexican Institute of Industrial Property)

In order to obtain the registry of the Brand of it must fill the format that the IMPI provides, in original and three copies with handwritten companies with the following data:

1. - Name, nationality and address of the applicant.

2. - The distinguishing sign of the Brand

3. - The date of the first use of the Brand, that could not be modified later, or the mention of which it has never been used.

4. - The products or services to which it will apply the Brand

Brand awareness

Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it.

There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer is “Kleenex,” which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or read a list of brands, and expresses familiarity with your brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market. The distinctions that set your product apart from the competition is also known as the Unique Selling Point or USP.

Brand promise

The marketer and owner of the brand has a vision of what the brand must be and do for the consumers.

Brand promise is what a particular brand stands for (and has stood for in the past). It has its roots from the identity that it gains over a period of time. Usually, brand promise is an attribute common to ' Parent ' brands. Herein, the brand may broadly stand for Quality, Performance, Trust, or False promises. However, the extensions, or the brands under the parent brand umbrella, may stand individually for a particular trait which it has delivered over the years, for example, 'the best sparkling teeth', or 'the trusted bank to bank with for centuries', et al.

Global brand

A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. Examples of global brands include Facebook, Apple, Pepsi, McDonald's, Mastercard, Gap, Sony and Nike.

These brands are used to sell the same product across multiple markets and could

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