For the real benefits the brand as a company asset, include the following cases: 1. When positive emotional perception of the brand reaches a certain critical mass in the market, the brand reach of the franchise brand (brand franchise) and will have a certain value. Brand value (brand equity) shows the full cost of the brand to its owner, and usually it is based on cost of ownership of the franchise brand. In other words, the brand value shows how much money you can get from the sale of ownership of the franchise brand, but this amount of money may be different from the value of the franchise brand (not the actual advantage for the regional companies, as well as narrow enough tool to be able to use. In general, the transfer or sell the brand can not, you can sell the rights to use the brand identity. You can not sell other people's opinions about a product, you can not sell this product to people with different characteristics under this 'label'. A characteristic example of Zimaletto, bought" from "A – Media company Sela.

Sela has acquired id, which in the minds of target audiences, c which would work Sela, were related, did not the associations that were needed). 2. On the one hand, the 'brand' is not 'Harry Potter', which will solve all the problems of marketing. But, over time, even in the absence of advertising, which was originally an advertiser can lose up to 30% of consumers, but the rest will abandon branded goods with very low speed. The presence of the brand (s) in the company's assets gives it additional features, but here the action of the universal economic law: the extent of remuneration proportional to the degree of risk. The strategy of branding products (the company) rather risky (costly resource: time, financial, human). The choice of branding strategy will determine not only the company's marketing goals, but also all of its business processes, all actions and measures. In terms of branding verified communication strategy will contribute to the stability of the brand, ie, situation where the brand will be the same for different people the same perception and brand image will always be different for different social groups