Nov '21 in Resources
What is a brand? A two minute definition.
Definition of a brand in this video (see the link)
So, what is a brand? The short definition - the brand defines the product and company, a brand is not just a logo, it is the sum of perceptions of everything a company does.
This encompasses its products, services, stakeholders (i.e., people that are not employees, or customers, for example, government interactions or investors), the social communities and investments charities that the company is involved in, employees, research and development, supply and operations. A brand covers ALL of these things - it's the sum of perceptions of everything a company does,
On a technical level, it can be broken out into rational product or service attributes, like this:
• Rational Product Attributes
• Quality
• Durability
• Reliability
• Price
So, if it's a product, you can look and feel and touch it, what is the quality, the durability, the reliability associated with the product? And what is the price? Even the price alone gives you perceptions, e.g., low price versus high or premium price tells you something about the brand.
Then there are emotional product attributes.
• Emotional Product Attributes
• Image
• Reputation
• Trust
• Gives Confidence
What is the image of the brand? What is the reputation of the brand and the company? What the trust does the brand give to you? And how much confidence does the brand give to you? What things are emotionally triggered when you look at each of these brands in the picture above? They will mean something to you in your head. There is a perception of each of these brands and therefore the company's products or services that these companies put into the market. And all of that together is what the brand is.
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What is a brand? A two minute definition.
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