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 said to have achieved brand franchise.
Brand management is maintaining strict rules surrounding how your brand creative and messaging are presented in the public market. Consistent imagery and messaging should always be in-line with your original brand philosophy. All advertising should reflect elements of your brand so it is instantly recognizable.
“Branding is not what you say about your company— it’s your customers’ perception of your company.”
Branding is more than just ensuring that customers recognize a logo or product name. Branding means creating an emotional association (such as the feeling of success, happiness, or relief) that customers form with the product, service, or company. There are two basic techniques for branding: direct experience and indirect messaging.
With direct-experience branding, users attribute emotions directly. For example, when customers test drive a car…
