A brand is…?

by smartamarketing

A brand is a..

Customer or user experience represented by images and ideas, often referring to a symbol (name, logo, symbols, fonts, colours), a slogan and a design scheme. A perception of an integrated bundle of information and experiences that distinguishes a firm and/or its product offerings from the competition

Brand recognition and other reactions are created by the accumulation of experiences with the specific product (good or service), both from its use and as influenced by advertising, design and media commentary. Brand is often developed to represent implicit values, ideas and even personality. A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. “Value” has different interpretations: from a marketing or consumer perspective it is “the promise and delivery of an experience”; from a business perspective it is “the security of future earnings”; from a legal perspective it is “a separable piece of intellectual property.” Brands offer customers a means to choose and enable recognition within cluttered markets. Established product name, wholly of a proprietary nature. A name, sign, symbol or design, or some combination of these, used to identify a product and to differentiate it from competitors’ products; consumers learn to associate the satisfaction’s derived from products with the name, sign, design or symbol, thereby allowing the marketer to use the brand image creatively and strategically. A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. Brands may be used in different ways.

From the MAANZ MArketing Glossary http://www.marketing.org.au.

For more detail and information about this term, see MAANZ MXpress Courses and Marketing Ideas and Skills Notes

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