3. Marketing and design of products and services

3.1 Brand or trade name question

The importance of the brand is proportional to the volume of distribution targeted by the company.

• The brand is a strong point of reference for customers, thanks to its evocative power, image, potential memorability and notoriety. The brand as a reference point anchors the offer in the memory of potential buyers, and thus encourages future sales in the sea of alternative offers.

• The credibility of brands depends on the quality and consistency of their expressive attributes (colors, graphics, supports,...