Communication

Beverage brands represent the sum of all consumer perceptions of a drink. Brands widely known in the marketplace have achieved brand recognition. Brand recognition achieves brand franchise when it reaches a critical mass of positive sentiment. One goal in brand recognition is the identification of a brand apart from the name of the company. Careful brand management seeks to interconnect the product or services with the target audience.

Brand Awareness

Brand awareness refers to customers' ability to recognize the brand under different conditions and link the product to the brand name, logo, jingles and other marketing tools. It helps customers understand which product or service category the particular brand belongs to and what products and services are under the brand name. It also ensures that customers associate needs with the brand’s products.

Brand Name

While brand name and brand are frequently interchangeable, brand name more correctly specifically denotes the associated written or spoken linguistic elements. In this sense, a brand name constitutes a type of trademark if it exclusively identifies the brand owner as the commercial source of the products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.

Positive Perception

The recognition and positive perception of a brand depends heavily on its visual presentation. A brand’s visual identity is the overall look of its communications. The consistent use of particular visual elements such as specific fonts, colors, and distinctive graphic elements helps to achieve effective visual brand identity. At the core of every brand is its brand mark, or logo.