{"id":26459,"date":"2024-11-14T14:59:26","date_gmt":"2024-11-14T13:59:26","guid":{"rendered":"https:\/\/www.digitizer.rs\/news-stories\/what-is-a-brand\/"},"modified":"2026-07-20T12:31:41","modified_gmt":"2026-07-20T10:31:41","slug":"what-is-a-brand","status":"publish","type":"post","link":"https:\/\/digitizer.rs\/en\/news-stories\/what-is-a-brand\/","title":{"rendered":"What&#8217;s the brand?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\" id=\"wpb-content-root\">[vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1487086373501{padding-top: 80px !important;padding-bottom: 140px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1576504662007{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]<span style=\"font-weight: 400; color: #000000;\">What&#8217;s the brand? It&#8217;s a question to which there are a thousand answers. The reason for this is that the term brand is created in the psychology of the consumer, not in the objective, tangible world.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><span style=\"color: #000000;\">A brand can be anything. A brand is not <span style=\"color: #fd6600;\"><a style=\"color: #fd6600;\" href=\"https:\/\/www.digitizer.rs\/news-stories\/kako-osmisliti-upecatljiv-logo\/\">a logo<\/a>,<\/span> corporate identity, advertisement, or marketing. It is trust, belonging, passion, security, a set of unique values.  <\/span> <\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1584705333489{padding-top: 30px !important;}&#8221;]\n<h1 style=\"text-align: left;\"><span style=\"color: #ff6600;\"><strong>Brand &#8211; basic elements<\/strong><\/span><\/h1>\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1584033000055{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]<span style=\"font-weight: 400; color: #000000;\">Da bi pribli\u017eili ovaj pojam, uputi\u0107emo na njegove elemente. Vizuelni elemeneti brenda su: <span style=\"color: #fd6600;\"><a style=\"color: #fd6600;\" href=\"https:\/\/www.digitizer.rs\/usluge\/dizajn\/graficki-dizajn\/\">logo<\/a><\/span>, boje, tipografija, fotografija, <span style=\"color: #fd6600;\"><a style=\"color: #fd6600;\" href=\"https:\/\/www.digitizer.rs\/usluge\/dizajn\/motion-dizajn\/\">video materijal<\/a><\/span>, <span style=\"color: #fd6600;\"><a style=\"color: #fd6600;\" href=\"https:\/\/digitizer.rs\/usluge\/izrada-i-dizajn-sajtova\/\"><em>web<\/em> dizajn<\/a><\/span> i slogan. Ostali sastavni elementi brenda su:<\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1576484856377{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000000;\">Brand identity &#8211; it is a visual and verbal manifestation of the corporate, product, service brand of an environment and individual as a brand<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000000;\">Brand Value is all the efforts that an organization has put into building a brand<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000000;\">Brand recognition &#8211; accumulated positive feelings about the brand in the minds of consumers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000000;\">Brand awareness &#8211; a way of forming information about the existence of a brand<\/span><\/li>\n<\/ul>\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1576454451147{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]<span style=\"font-weight: 400; color: #000000;\">From this we can see that a brand is a name, an image, a concept, a way of expressing oneself, a brand is the overall communication that is created with a product.<\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1584705349134{padding-top: 30px !important;}&#8221;]\n<h2 style=\"text-align: left;\"><span style=\"color: #ff6600;\"><strong>Standing out from the competition<\/strong><\/span><\/h2>\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1584032747645{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]<span style=\"font-weight: 400; color: #000000;\">A brand evokes expectations in customers when they decide to buy or use a particular product or service. Therefore, a brand means a promise. A promise of quality, speed, or price of a service or product. This means that the brand is associated with feelings that it wants to move, revive and ultimately keep, because that is how it becomes recognizable, that is, authentic. And to be authentic is to be the first. The goal of every brand is to stand out from the competition, and to say, show and prove why it is special. authentic.      <\/span><\/p>\n<p><span style=\"font-weight: 400; color: #000000;\">Today, the most important function of marketing is brand building, many marketing experts would say the only one. Alone   <\/span><span style=\"font-weight: 400; color: #fd6600;\"><a style=\"color: #fd6600;\" href=\"https:\/\/www.digitizer.rs\/usluge\/dizajn\/graficki-dizajn\/\">Design a logo<\/a><\/span><span style=\"font-weight: 400; color: #000000;\">Without good marketing, the quality of goods and services cannot create a brand. A brand is created by building strong connections and relationships with potential customers, and perhaps most importantly by implementing new ideas. Thus, the relationship between the brand and the consumer is characterized more as a partnership and less as a classic law of supply and demand.  <\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1584705362237{padding-top: 30px !important;}&#8221;]\n<h2 style=\"text-align: left;\"><span style=\"color: #ff6600;\"><strong>Brand value<\/strong><\/span><\/h2>\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1576454614879{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]<span style=\"font-weight: 400; color: #000000;\">A brand is built over years, and over time it has become the greatest value that a product or service can have. The value of a brand can exceed, if it is successful, the real value of the infrastructure of the facilities, its equipment with machines and technology (computers, vehicles, robots, software&#8230;), the costs related to the payment of salaries to employees. The true value of a brand is obtained when we add to its real (material) value the values that give it all those emotions, associations, experiences and information for which someone is willing to set aside a certain amount of money in order to come into its possession. A brand is an image we have of a product, service, or individual.   <\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1584705375375{padding-top: 30px !important;}&#8221;]\n<h3 style=\"text-align: left;\"><span style=\"color: #ff6600;\"><strong>Laws of the brand<\/strong><\/span><\/h3>\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1584032678541{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]<span style=\"font-weight: 400; color: #000000;\">The branding process does not take place in the market, but primarily <span style=\"color: #fd6600;\"><a style=\"color: #fd6600;\" href=\"https:\/\/www.digitizer.rs\/news-stories\/psihologija-drustvenih-mreza\/\">in the minds of customers or consumers<\/a><\/span>. In order to bring you closer to the application of the brand in modern business, we will present you the basic laws of the brand:<\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1576486455527{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]\n<ol>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Brand Expansion &#8211; The strength of a brand is inversely proportional to its scope.  <\/span><span style=\"font-weight: 400;\">Trying to give a name (brand) to everything that a company or individual does, causes the brand to lose its strength.<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Brand Focus &#8211; Strength is obtained by narrowing the focus.  <\/span><span style=\"font-weight: 400;\">Today, many leading brands sell a large assortment of goods, but only a narrow focus at the beginning has allowed them to become who they are.<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Brand Publicity &#8211; Publicity is achieved through good PR, not advertising.  <\/span><span style=\"font-weight: 400;\">Only with the power of publicity, and the confirmation of authority in this area, will the new name (brand) be remembered in the minds of customers.<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Brand Advertising \u2013 Once established, it is sustained by advertising.  <\/span><span style=\"font-weight: 400;\">In order to preserve a place in the oversaturated consciousness of customers, the only solution is advertising.<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Association &#8211; A brand must evoke an association in the minds of the consumer.  <\/span><span style=\"font-weight: 400;\">The feeling of a brand is something that can only be associated with the words: quality, luxury, speed, comfort&#8230;<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">  Brand credibility &#8211; A brand&#8217;s success is a result of its authenticity. O <\/span><span style=\"font-weight: 400;\">Riginality usually means that you are among the first to take that position in the market. To be the first also means to be authentic. <\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Product quality &#8211; Quality is an important, but not the only factor.  <\/span><span style=\"font-weight: 400;\">What is decisive in the success of a brand is not its objectively measured quality, but primarily the consumer&#8217;s perception of its quality.<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Determining the brand name &#8211; In principle, a brand is nothing more than a NAME.  <\/span><span style=\"font-weight: 400;\">The name should be short, simple, unique, sonorous, and easy to pronounce.<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Brand Expansion &#8211; Expanding brand awareness should be gradual and carefully planned with an appropriate strategy.  <\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">The Importance of Logos in Brand Formation &#8211; <\/span><span style=\"font-weight: 400;\">The most important function of a logo is to clearly convey your brand name. <\/span> <\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">The importance of color in the formation of a brand &#8211; A brand should use a color opposite to the color of the competition.  <\/span><span style=\"font-weight: 400;\">One of the ways to differentiate a brand from others is by using distinctive colors.<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Internationalization of the brand &#8211; There are no boundaries of a global brand.  <\/span><span style=\"font-weight: 400;\">Two simple principles of success are: being the first in something and fitting the product into the existing perception of the brand<\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Brand Consistency \u2013 It doesn&#8217;t build overnight.  <\/span><span style=\"font-weight: 400;\">The law of permanence states that the built position in the consumer&#8217;s consciousness should be maintained at all costs.  <\/span><\/span><\/li>\n<\/ol>\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1576454210213{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]<span style=\"color: #000000;\">Digitizer will present your brand to the right audience in the right way.<\/span><a href=\"https:\/\/www.digitizer.rs\/kontakt\/\"><span style=\"color: #fd6600;\">  Send us an inquiry.<\/span><\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221;][vc_column][vc_column_text]<span style=\"color: #000000;\"><em>Made by Vladimir Boji\u0107 <\/em><em>\u2013 Senior Graphic Designer @Digitizer<\/em><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1571217766933{padding-top: 150px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}&#8221;][vc_column][vc_btn title=&#8221;Back to News &amp; Stories&#8221; color=&#8221;black&#8221; align=&#8221;center&#8221; i_icon_fontawesome=&#8221;fa fa-bars&#8221; add_icon=&#8221;true&#8221; link=&#8221;url:https%3A%2F%2Fwww.digitizer.rs%2Fen%2Fnews-stories%2F|title:Back%20to%20NEWS%20%26%20STORIES|&#8221;][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1487086373501{padding-top: 80px !important;padding-bottom: 140px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1576504662007{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;]What&#8217;s the brand? It&#8217;s a question to which there are a thousand answers. The reason for this is that the term brand is created in the psychology of the consumer, not in the objective, tangible world. A brand can be anything. A brand is&hellip;<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[4383],"tags":[4410,4378,4402,4408,4414,4413],"post_series":[],"class_list":["post-26459","post","type-post","status-publish","format-gallery","hentry","category-digital-marketing-en","tag-business-en","tag-content-en","tag-marketing-en","tag-reach-en","tag-story-en","tag-visuals","post_format-post-format-gallery","entry","no-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What&#039;s the brand? - News &amp; Stories | DIGITIZER<\/title>\n<meta name=\"description\" content=\"A brand can be anything. A brand is not a logo, corporate identity, advertisement, or marketing. A brand is trust, belonging, passion, safety, action, a set of unique values.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitizer.rs\/en\/news-stories\/what-is-a-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What&#039;s the brand?\" \/>\n<meta property=\"og:description\" content=\"A brand can be anything. A brand is not a logo, corporate identity, advertisement, or marketing. 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