The Language Of Branding: ‘Brand’

The American Marketing Association describes a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”

More importantly, a brand is the source of a promise to the consumer. It promises relevant differentiated benefits. Everything an organization does should be focused on enhancing delivery against its brand’s promise.

Combining a few different definitions, a brand is the name and symbols that identify:

•    The source of a relationship with the consumer
•    The source of a promise to the consumer
•    The unique source of products and services
•    In their book The 22 Immutable Laws of BRANDING, brand management experts Al Ries and Laura Ries offer another definition for brand: “What’s a brand?  A singular idea or concept that you own inside the mind of the prospect.”
•    The sum total of each customer’s experience with your organization

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