Anyone knows how to define a
Nowadays the definition of a brand is changing.
In the advertising world, everything is moving fast.
Anyone who wants to be on the last trends has to surf the web at least three times per day.
Let’s check out the definitions of a brand from the paragons of marketing.
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin
“Relationship” is the keyword of this definition.
The brand must act like a person to make possible any connection with the customer.
The next meaning of a brand came from one of the most memorable publicists in the industry.
– A brand is the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. David Ogilvy
Ogilvy was one the first publicists that bet in the immaterial of a brand as a way to sell a product. Since then, almost every creative strategy is base on his interpretation.
Try to think about any brand. Apple, Pepsi, Quicksilver, H&M, Subway. Those have all the attributes that Ogilvy mentioned.
Phillip Kotler has a similar definition of a brand:
– A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor.
Something remarkable in this meaning of a brand is distinguishing from the contenders. Without not knowing who is in the market we shouldn’t start building a brand.
With simple words, a brand is more than a feeling.