Brand: Identity and Values ​​of a Company

Everything you want to know about the brand

brand aircom

What does brand mean? What are the characteristics of the brand and how is it important? Find it out in this article dedicated to a topic of great importance in the industrial landscape.

What is the brand?

The American Marketing Association defines the brand as “a name, term, sign, symbol, or design, or a combination thereof that aims to identify the goods or services of a vendor or group of vendors and to differentiate them from those of competitors.” The function would seem to be to identify the brand of the product, to distinguish it from the competitors, but in reality there is much more: what matters is the relationship that is created with customers and the possibility of establishing lasting bonds with them.

The brand brings with it the advantage of generating greater customer loyalty, their greater involvement with the brand’s initiatives and a greater ability to overcome crises or obstacles related to the market. A satisfied customer leads to a consolidation of the brand, to its better positioning in the sector and to a continuity of earnings over time: if the customer continues to choose the product of a particular brand, then the company reaches its stability and maintains constant prices, to attract potential new customers.

How can you help the customer?

The brand has an important function during the decision to purchase a product, as:

  • it helps the customer in choosing the right product
  • it reassures him about the quality of the product
  • it reduces the fear of taking risks in purchasing
  • it allows the customer to share company values.

The choice of the product by the consumer is what a company works for: products are conceived, designed and created with the idea of ​​solving a problem, simplifying the customer’s life and increasing his well-being (for this reason, listening and understanding their needs is fundamental in the product design phase).

What does it mean for us?

The Aircom Original brand has a history of over 50 years, focused on the design and production of automatic spray guns for painting leather, wood, metals and plastic. The commitment we put into the design of our products is closely linked to the relationship with our customers and the needs of the market: we listen to the needs to be met and we customize the products according to the type of finish required, making the painting process faster and more uniform.