What is a Brand?
“A brand is NOT a logo. A brand is NOT an identity. A brand is NOT a product.
A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. IT IS NOT WHAT YOU SAY IT IS. IT IS WHAT THEY SAY IT IS AND IT IS ALL BASED ON TRUST.
The main purpose of branding is to get more people to buy more stuff for more years at a higher price.
In most companies, STRATEGY is separated from CREATIVITY by a wide gap. It is only when both sides work together that you can get a charismatic brand. A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s NO substitute.
The five disciplines you have to master in order to have a Charismatic brand are: BE DIFFERENT-FOCUS-COLLABORATE-INNOVATE and VALIDATE!
Creativity is what gives branding its traction in the marketplace, whilst Strategy helps keep it on the ground. With the Social Media Involved in the process, the new communication model is no longer a monologue it is a dialogue sender, message, receiver
Business is a process, not an entity. A living Brand is a pattern of behavior, not a stylistic veneer. Source “Marty Neumeir”
Brand management should aim to build into customers’ minds a set of perceptions and attitudes relating to an offering, leading to positive buying behavior. To achieve this goal, managers must know a great deal about their customer base. The power of a brand is measured by its effect on buyers. A powerful brand will cause its customer base to either defer or refuse to purchase if the brand is NOT available. Some brands have reached a level of mass acceptance where they are used as action verbs, such as “Xeroxing” a document instead of copying it and “Fedexing” a package rather than mailing or posting it, Google it rather than search for it. One brand’s identity is so strong that when we hear Aspirin we immediately think of Bayer or Tissue we think Klinex!
Internal Brand Elements
Personality, which relates to customers’ description of the brand.
Culture, or the social context within which a brand is perceived,
as in the case of Mercedes’ “engineering excellence”.
Self-Image, which encompasses what we feel the brand says about us,
for example, the self-image of driving a Jaguar versus a Ford.
External Brand Elements
Physique, or the physical characteristics of the brand
that makes us want to know what it does.
Reflection, which relates to the target user
or customer being nurtured;
Relationship, which says the customer must have
an identifying relationship with the brand itself.