Re: Branding

From: Allen Weiss <amw_at_marketingprofs.com>
Date: Mon 03 Mar 2003 11:24:26 -0600

Frankly I've been amazed by the number of various definitions
of branding over the last week. Many seem way off the mark
and confuse the basic elements of branding with other ideas,
such as profits, whether it's good or bad, brand equity, etc., etc.

Here's a simple definition that may help in clarifying these ideas:

A brand is simply a set of associations
That is linked to a brand or company name
That resides in consumers' memory
That help them understand
What the brand or company is
Why it is potentially relevant to them
How it is different or similar to other products made by the firm
How it is similar or different from competitor's products

Since it's resides in consumers' memory, it can be lots of
different associations. Some are benefits (e.g., safety for Volvo),
Some are aethetic, social, symbolic, experiential, etc, etc.

I hope this helps those of you who don't want to be confused by
this endless debate.

Allen

--------
Allen Weiss
Publisher - MarketingProfs.com
http://www.MarketingProfs.com
amw_at_MarketingProfs.com
 



Received on Mon Mar 03 2003 - 11:24:26 CST