Re: Branding

From: Linda Alexander <lalexander_at_write2thepointcom.com>
Date: Wed 05 Mar 2003 09:09:23 -0600

Allen Weiss wrote:

>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.

Good way to put it, Allen! It's not a logo or a name, it's
something in your head. It's intangible.

I'm tired of this thread, anybody else?

Regards,

Linda Alexander
http://www.write2thepointcom.com

[Note from Moderator: I have really enjoyed the debate on this topic.
I've been alternating days for the postings on branding issues... last
Thursday, and then Monday of this week and again today are days on which
I'm running the branding posts. Last Friday and then yesterday I
reserved primarily for other topics, so that those that wanted
a breather from the branding issues would have a break. --Cliff]



Received on Wed Mar 05 2003 - 09:09:23 CST