Brand, and its sufficiency. Today's advertising market crowded with an infinite number of attractive messages, promises and assertions. But for some reason out of hundreds of similar, constantly swirling in his head, "I love it!", "Clean better," Just do it "and others. Looking at today's global brands can confidently say that preceded their success. This, of course, vivid and powerful idea, design a product which is able to integrate into the consciousness of the consumer, to live and evolve with it. The slogan in this case is only the shell idea, and can, in conjunction with other tools, the idea to infect millions of consumers. And at the moment when your idea pops up in people's minds is a series of well-defined, given your feelings and images, the stage of fetal development is completed! In light of the new brand is born. James R. Gregory, author of many books on branding, said: "Brand ≈ is not a thing product, company or organization. Brands do not exist in the real world, ≈ it is a mental construction. The brand is best described as the sum of all human experience and its perception of things, product, company or organization. Brands are in the form of consciousness or a people or society. "Product = satisfaction needs. A Brand = Product + emotions associated with the use of this particular product. We are talking about their shoes, if we are Converse or Carvari, showing a brand-new I - phone, extract the roar of the Porsche engine at a traffic light and sure to sign Parker. This brand to some extent linked with the personality of the consumer, it is chosen. This is one of the most important point is that right or developing brands - they do not only offer high commodity characteristics, together with they give the emotions that you want to share with the people who buy goods for his direct (dry) destination. PLUS Strategy Tactics of the brand, development planning for a long time, his vision in the long term √ is brand strategy. One of the main axioms of brand recognition is properly designed strategy. It is designed to maintain a holistic perception of the brand in the consumer, creating the impression that the emotion that gives your product to be embedded directly in its manufacture and found in it a priori. If you look at today's advertising market, we can see how managers of large companies right and left swing concepts of strategy and tactics, with little identifying them in separate categories. √ arts strategy planning any activities for an extended period. Tactics √ integrable set of tools, techniques by which to achieve its goal. Assume for instance, that you have some online resource that needs promotion. To achieve specific performance of its recognition and attendance will be his strategy. while the site itself can be promoted in various ways: to implement search engine optimization, pay to advertise on other sites, start a viral campaign, etc. Obviously, it will be a tactic to promote your website. Features of the strategy and tactics are in their continuity and relativity to one another. Every day, at least in the subconscious, we make a brief outline of the day: go to work, shopping, call a friend. This tactic that is being developed following the strategy of "fruitful to hold a working day." In turn "shopping" at one time and serves as a strategy, a tactic which would be "set aside time for shopping," "drop in the supermarket", "Withdraw money from the card" etc. A classic brand development involves the successive creation of strategy and tactics. Of course, the international experience of effective branding knows other examples. Repeatedly successful tactical campaign was accompanied by a positive update of the strategy. A risk factor in this case, of course, triggered more often - the picture Success reversed, if you do not know their customers. It happens that after a set of outputs (tactics), the desired result is achieved. It is not necessary to direct the flow of energy at the mercy of the organizers of these events. At such moments it is especially important to keep cool. Maybe the error occurred not at the level of tactics (planning, production), and at the company's strategy. The key factor √ heart of the brand strategy of the Company, which invariably follow the selected strategy, have a better chance to remain in the minds of the consumer for a long time. An example of a strategy may serve as an immortal legend brand Levi ▓ s. Having once bet on excellent quality, "Clothes of the proletarians, and today remains true to its inventor. The strategy is supported by tactics √ in 1886, the jeans Levi ▓ s there was the famed leather label, with two horses, unsuccessfully trying to break the pants. For Every global brand today is a product that represents a key factor in brand: comfort, beauty, originality, clarity, reliability, ease and much more.'s right to choose from a number of factors, one that will turn your product into a dream, a specialist task. Locate the other reason by which it must buy your product, make him an exceptional response, and told the idea to the consumer. A good example of allocating a key factor may be the Swiss brand SWATCH.'s success, winning a tough competition against China, was founded on the idea that consists in the fact that Wristwatches can take on the market position of the stylish and bright decoration for the youth. Isolation of the benefits is not the only way to effectively build the brand. In today's advertising market there are branding strategy based on other principles. Among the most common are the following: ⌡ "problem-solution" .