What is a Brand – Really?

I think a  Brand is:

  • More than a logo or a mark on cattle
  • More than the livery (stationery, corporate colours etc) often referring to a symbol (name, logo, symbols, fonts, colours), a slogan and a design scheme.

A Brand is the customer or user experience represented by images and ideas, A perception of an integrated bundle of information and experiences that distinguishes a firm and/or its product offerings from the competition

The brand concept is the image that the brand sponsor wants a particular brand to have; the desired positioning of the brand in the market and in the minds of consumers.

A brand is an established product name, wholly of a proprietary nature. A name, sign, symbol or design, or some combination of these, used to identify a product and to differentiate it from competitors’ products; consumers learn to associate the satisfaction’s derived from products with the name, sign, design or symbol, thereby allowing the marketer to use the brand image creatively and strategically. Brands may be used in different ways.

Brands are tools that enable customers to inter-operate with the universe. Brands encompass many dimensions.

Brand recognition and other reactions are created by the accumulation of experiences with the specific product (good or service), both from its use and as influenced by advertising, design and media commentary. Brand is often developed to represent implicit values, ideas and even personality. A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. “Value” has different interpretations: from a marketing or consumer perspective it is “the promise and delivery of an experience”; from a business perspective it is “the security of future earnings”; from a legal perspective it is “a separable piece of intellectual property.” Brands offer customers a means to choose and enable recognition within cluttered markets. Established product name, wholly of a proprietary nature. A name, sign, symbol or design, or some combination of these, used to identify a product and to differentiate it from competitors’ products; consumers learn to associate the satisfaction’s derived from products with the name, sign, design or symbol, thereby allowing the marketer to use the brand image creatively and strategically. A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. Brands may be used in different ways.

What would you add?

 

For more information about this topic and others on Marketing , visit MAANZ International – http://www.marketing.org.au

For more information about this topic and others  visit MAANZ International MXpress On-line marketing courses  http://www.marketing.org.au/MXpress_Courses_by_Subject_C337.aspx

Marketing Events for 2012 – http://www.marketing.org.au/Marketing_Events_2012_C413.aspx

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