In marketing, a brand is the symbolic embodiment of all the information connected with a company, product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols.
It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people.
Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.
The experiential aspect consists of the sum of all points of contact with a brand and is known as the brand experience
The psychological aspect or brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
A brand which is widely known in the marketplace acquires brand recognition.
One goal in brand recognition is the identification of a brand without the name of the company present.
Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.
Where brand recognition builds up to a point where a brand enjoys a mass of positive sentiment in the marketplace, it is…
