There are few questions in marketing that spark as much debate as this one. One of my favorite explanations, from Adrienne Weiss, is that a good brand is a club that your customer wants to belong to.

A guy from Plan B in Chicago sent me this definition:

Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced.

Importantly, brands enable a buyer to easily identify the offerings of a particular company. Brands are generally developed over time through:

  • Advertisements containing consistent messaging
  • Recommendations from friends, family members or colleagues
  • Interactions with a company and its representatives
  • Real-life experiences using a product or service (generally considered the most important element of establishing a brand)

Once developed, brands provide an umbrella under which many different products can be offered–providing a company tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace.

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