What is a brand? Some definitions

What is a brand? Everyone has a different idea. So let’s take a look at various definitions of experts and websites:

Sarah Matista:

“A brand is something very subjective. Since it is a set of associations – not something tangible like a logo – your brand can mean different things to different people based on their own backgrounds, and their experiences with your business. This makes it all the more important to manage your brand with care, from your initial decisions to your ongoing image in the marketplace.”

The marketing blog:

“There are as many definitions of brand as there are brands. Ohio State University believes a brand is best defined as “a collection of perceptions in the mind of the consumer.” Whether that perception is hope (Make A Wish Foundation), quality (Apple), trust (Prudential), or savings (Dollar General), a well-crafted brand exudes that perception in the minds of consumers at the snap of a finger. For our purposes, we will define a brand as “effective positioning in the minds of consumers.”

Scott Spanbauer:

“A brand is more than just your company image. It also includes your customers’ experience and the expectation you set when doing business with your company. In short, it is promise.”

Management study guide:

“A brand connects the four crucial elements of an enterprise- customers, employees, management and shareholders. Brand is nothing but an assortment of memories in customers mind. Brand represents values, ideas and even personality. It is a set of functional, emotional and rational associations and benefits which have occupied target market’s mind. Associations are nothing but the images and symbols associated with the brand or brand benefits, such as, The Nike Swoosh, The Nokia sound, etc. Benefits are the basis for purchase decision.”

David Ogilvy:

“The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”


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