How do you define a BRAND?
So, I wanted to shed some light on the subject while getting your definitions on the term "Brand." This idea comes from an older blog article. Feel free to jump in!
I first turned to my old college textbook when defining branding. It states that branding is when an organization uses a name, phrase, design, symbol, or combination of these to identify its products, and distinguish them from those of competitors. The definition is okay but I still think it is lacking when trying to define the entire scope of branding and all its functions. So, I have put together a list of various takes on the definition, from accredited professionals, to guide the reader into comprehending what exactly a brand is.
A brand is:
A Brand is not:
I first turned to my old college textbook when defining branding. It states that branding is when an organization uses a name, phrase, design, symbol, or combination of these to identify its products, and distinguish them from those of competitors. The definition is okay but I still think it is lacking when trying to define the entire scope of branding and all its functions. So, I have put together a list of various takes on the definition, from accredited professionals, to guide the reader into comprehending what exactly a brand is.
A brand is:
- A brand is the personification of an organization and its products or services.
- The brand is the story behind an organization and its products and services.
- A trust mark
- A soul
- A construct that delivers marketing promises to facilitate the formation of a mutually beneficial and evolving bond between the seller (or corporation) and its stakeholders based on functional and emotional values.
- What the consumer thinks the brand is
- A single concept or idea embedded in the mind of the customer
- The source of customer loyalty
- That which allows one to charge a price premium for an otherwise generic product or service
- That which should drive the design of the ‘total customer experience’
- A differentiator
- A brand resides in the mind of the customer. It is the sum total of all experiences and associations that the customer has with it.
- Is the blend of art and science that manages associations between a brand and memories in the mind of the brand’s audience.
- A brand is a gut feeling about an organization and its products and services.
- Branding is the art of becoming knowable, likable and trustable.
- A brand is the identity applied to an organization and it products and services.
- A brand is the value delivered above and beyond the functional value of the product or service (or the book value of an organization)
A Brand is not:
- Not controlled by consumers although they can influence the brand and even control sales
- Merely a logo
- Merely an Identity
- Not a product or service
- Not a website
- A marketing plan or advertising campaign
- A tagline
- A specific or set of colors
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