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A brand is a collection of feelings toward an economic producer; more specifically, it refers to the concrete symbols for the brand, such as a name and design scheme. Feelings are created by the accumulation of experiences with the brand, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, which are developed to represent implicit values, ideas, and even personality.
The brand, and "branding" and brand equity have become increasingly massive components of culture and the economy, now being described as "cultural accessories and personal philosophies". Klein, Naomi (2000) No logo, Canada: Random House, ISBN 0676972829
Concepts
Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the 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.
Marketers seek to develop or align the expectations comprising the brand experience through branding, so that a brand carries the "promise" that a product or service has a certain quality or characteristic which make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. You're creating the story.
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About a third of the way into A TRAITOR TO HIS CLASS by H.W. Brands and loving every page. http://tinyurl.com/yke69ga
DianeFanning (Diane Fanning) Sat, 14 Nov 2009 14:19:52 -0000
About a third of the way into A TRAITOR TO HIS CLASS by H.W. Brands and loving every page. http://tinyurl.com/yke69ga
Brands, H W - Author of sixteen books, including The Strange Death of American LiberalismWhat America Owes the WorldThe Reckless Decade, and The Devil We Knew, and edited four others.
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