BRANDING PRODUCTS AND SERVICES THROUGH INNOVATIONS
BRANDING PRODUCTS AND SERVICES THROUGH INNOVATIONS

Summary/Abstract: Identification of products and their differentiation in comparison to the products of the competition through the process of branding is based on an elaborate and complex process that includes many segments. Due to its visibility, propagating and advertising of products represent synonyms for branding products. However, the process of creating a perception of the product is based on its elementary values that provide additional value through propagation and advertising. Features of the product are based on its innovational elements that have a crucial value for creating a product. Creation of an emotional bond between the consumer and the product/service is most notable among products that have gained its dominance on the market by itsuniqueness. They enable a business success through monopoly on the market thatoften results in higher prices, which usually remains stable even after the appearanceof competition in the field of their production/provision of services. The monopoly onthe market, based on a unique market, transforms its trademark into a synonym for acertain sort of goods/services, and in the eyes of the public, it becomes inseparablefrom the product/service itself (Google for internet explorer, Thermos for vacuumedbottles, Kalodont for toothpaste, Gillette for razors…).

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