The Essential Role Of The Brands

The brand represents a combination of assets, designed to identify the products or services of the company, as well as indicate its key differences from competitors. The brand defines the manufacturer or supplier of goods and identifies the manufacturer or seller. Let’s consider an example of a carbonated drink Coke, which can be produced by any manufacturer, in contrast to Coca-Cola, entitled to be produced exclusively by Coca-Cola Company.

Creating branded products is a well-established phenomenon (although during the last century, this art has been considerable development). Legal systems recognise the trademark ownership in the most literal sense of the word. Currently, the legal frameworks on trademarks have been established in more than 160 countries around the world; allowing brand owners using the trademark registration procedure to claim their rights to this brand and logo. However, unlike other intellectual property forms (such as patents or rights to reprint) trademark in some countries does not have a limited validity period, i.e. the owner has the exclusive right to use it indefinitely.

Brands represent a certain set of properties, benefits and services. A brand serves markings tangible emblem of informing specific information about the product. The leading brands often carry a guarantee of quality. Brand can carry up to 4 crucial values.

Product/service properties

First of all, brand brings associations of certain characteristics of goods. For example, Mercedes trademark assumes it is the property of the goods designated as ‘well-designed’, ‘reliable’, ‘very prestigious’, ’expensive’, and etc. The manufacturer can use one or more of the properties in the advertising of their cars. For long years, Mercedes Benz concern advertised its goods accordingly (‘Designed like no other car in the world’). And this statement provided a starting platform for positioning of other features of the vehicle.


Customers don’t buy properties, but benefits. It follows that the properties necessary to introduce functional and emotional benefits. Thus, such property as ‘reliable’ can be described as functional benefits like: “There’s no need to change a car each 2-3 years’. An ‘expensiveness’ can be described as emotional benefit: ‘I feel respectable in this car’. The ‘solidly-crafted’ can be represented as both functional and emotional benefits like: ‘I’m not afraid of constant expenses on repairings’.


In addition, the brand carries information about the value system for the consumer. For example, the buyer of the Mercedes appreciates it excellent performance, safety and prestige. Thus, the tendency of growing technological brands is gaining momentum: scientists produce valuable technologies that are commercialised by the appropriate enterprises. Here’s is a demonstrative example: the University of Manchester has established UMIP, the branch concentrated on commercialisation and intellectual property management.


In addition to the above, the brand is a reflection of personality. Researchers of motivational decisions are sometimes asked: ‘With whom would you associate this or that brand, if it was a real person?’ And buyers visualise a Mercedes in the image of a successful mid-age top executive. This brand will attract those customers, whose actual (or desired) self-image corresponds to the image created by the brand.

The importance of reference aspects in link building

Before you proceed to the construction of a reference bridgehead, you need to clear out the parameters that affect the links weight. Unfortunately, some of the principles of search algorithms are still not known (and supposedly will never be revealed). However, over many years of practice, patterns studying and manual testing SEO-experts have managed to dig out plenty of facts on how SERP behaves. Mentioned below is a quick list on the most vital parameters that form link weight, kindly gathered by one of the most famous digital marketing manchester teams – HTP Digital, assisting businesses with staying relevant since 2001.


In this case we mean general popularity of the resource: the more popular and reputable it is, the more it links will weigh. For example, Wikipedia is referred to by thousands of different sites, which proves its popularity and importance. To win the trust of search engines, you will need the support of other sites. And the more popular of these sites are, the more search engines will like you.

Local/topical popularity

Local popularity implies inbound links from sites of similar or related topics. Such links are more valuable than links from other irrelevant pages. For example, if your website sells dog kennels, a reference from a popular local kennel community page will be significantly more beneficial than a backlink from a web design online hub.


Search engines pay special attention to anchored links: thus, if a page of your site gathers hundreds or thousands of HQ backlinks with the same anchor text, it is highly likely that SERP will make a choice in your favor and rank your resource higher. A quick experiment: jump on google and search ‘about us’. It is hardly likely that some resource will deliberately promote this keyword. Thus, you will see the domain reference weight in action – those ones would be ranked higher that have more references.


The share of spam sites (especially with doorways, and other types taken into account) is quite significant. According to some estimates, spam pages make up about 60% of all web pages. To weed out the irrelevant content, search engines evaluate website trustworthiness, which also depends on the reference backup. The presence of backlinks to trust domains can significantly affect the credibility of search engines to your site. Sites universities, government services, non-profit organizations tend to have a high TrustRank.

Reference network

Spammer sites often refer to each other. If the search engines discover a large number of spam links, you risk to collide with devastating sanctions. Search engines scan the reference environment – thus, you’ll have to keep your eyes wide open when you publish this or that link. Even though the consequences are quite recoverable in case with a link or two, a bunch of spammy links may lead to a knockout.


Over time backlinks tend to lose their weight. Once popular sites may suspend their activities, leaving them less likely to be referred to. Thus, for the construction of high-quality reference base it is not enough just to get a few incoming links from trust sites. You’ll have to constantly keep earning links to enhance your domain authority. You’ll either need to set up campaigns manually or delegate the mission to seasoned experts. As an option, you may want to get in touch with a reputed digital marketing agency Manchester – HTP Digital, a company with years of experience in promoting innovative technologies and business elite players.