Brands Functions

Marketing can be conveniently and relevantly perceived as a decoder that communicates the manufacturer's information in the language of the consumer. It is represented by various "protocols" that are designed to translate various types of information. Corporate and personal brands are the most common of these protocols, each of which performs different functions.

Corporate brands are needed to orient the consumer in the company's place in the market by self-defining the company with the help of such models as positioning, USP, mission and philosophy, each of which describes the various facets of the company assigned to it. A correctly constructed corporate brand allows the audience to effectively, id est quickly and clearly assemble an image of the company when first introduced to it. A business without an effective brand is simply unable to establish normal contact with a potential client. The latter simply will not have time to focus on the company before it drowns in the overall information flow.

Personal brands perform the function of emotional attachment of the consumer by conducting his central nervous system. That is, when corporate brand primarily performs the task of categorization, defining a business among its peers, personal brand plays an emotive role, forming loyalty and attachment to the company, which a corporate brand a priori does not do so well. This happens because evolution has determined that people experience the strongest empathy towards their own kind, and not towards faceless organizations. From here, fairly empirically, the tasks of both types of brands follow. It is worth noting, at the same time, that a personal brand, in the absence of the corporate one, is quite capable of taking over its function of orienting the consumer in the business of a brand person, which often takes its place in small and medium business segments.

Overall, corporate brand is intended to form understanding, and personal brand is intended to form emotions, although it is capable of performing the task of a corporate one when necessary.