{"id":159961,"date":"2026-06-10T16:47:54","date_gmt":"2026-06-10T16:47:54","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/de-banalizing-a-brand\/"},"modified":"2026-06-10T17:57:12","modified_gmt":"2026-06-10T17:57:12","slug":"de-banalizing-a-brand","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/de-banalizing-a-brand\/","title":{"rendered":"De-banalizing (a brand)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Brand de-commoditization, in its primary sense, refers to the act of legally protecting a brand name by officially registering it in the trademark register. The goal is to prevent the brand name from becoming too common and no longer being exclusively associated with the original company. Often, companies realize the importance of protecting their brand too late, making registration delayed or even impossible. In a marketing context, the concept of de-commoditization takes on a different dimension. It involves combating the standardization of a market that has impacted brand perception. The de-commoditization process aims to restore meaning to the brand by providing it with real added value that had been lost. Certain sectors, such as salt, mustard, and bottled milk, have seen companies completely revise their brand strategy to regain distinctive value and visibility among consumers. Jean-No\u00ebl Kapferer emphasizes the importance of market segmentation to begin the de-commoditization process. He emphasizes the need to tailor offerings to appeal to each segment by providing more than they initially expect, even if it means sacrificing less essential elements. Finally, he highlights the crucial issue of positioning the offering under a specific brand. This process often involves creating distinct and robust brands for each segment targeted by the company.<\/p>\n","protected":false},"template":"","categories-glossary":[308],"class_list":["post-159961","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/159961","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=159961"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=159961"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}