Dochita Zenoveiov, managing director, was invited to moderate the show by Amedeo Ene at Realitatea Plus to address some branding concepts.
The difference between brand and branding
When talking about the brand we are talking about the next level of the product. Branding is the way a product gets branded. It is a process by which a product gets to accumulate around a community and access this community in a certain way so that it is always in the top of preferences.
There are corporate brands, where the company’s reputation and employees play the leading role. These are companies that are in the Business-to-Business (B2B) segment. Whether we are B2B or B2C (Business-to-Consumer), it is important to have a good reputation because the brand is the reason why the customer chooses us and not the ones who play in the same category with us. It is the brand that generates a loyal community.