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Brand Definitions

What Is A Brand? Our Collected Definitions


What is a Brand?

What is a brand? Surprisingly the marketing world has yet to agree on any one definition. To prove the point we’ve compiled a list from a wide variety of sources…

A Brand is:
• Names or symbols that identify the unique source of a product or service
• The personification of an organization, product or service
• The source of a promise to the customer
• A trust mark
• A single concept or idea imbedded in the mind of the customer
• A set of associations that enhance or detract from the related product or service
• The source of customer loyalty
• That which allows one to charge a price premium for an otherwise generic product or service
• A unique value proposition
The source of emotional connections with customers
• The primary source of customer ‘goodwill’
• That which should drive the design of the ‘total customer experience’
• The sum of all experiences a customer has with you

Are we missing your definition? Please share.

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Jenn Lee on September 08th, 2009 said

What is a brand? A brand is the total collective feelings that people have about a particular product/service.

That brand is a result of:

– the experience that customers have experienced
– the word-of-mouth comments from previous and current customers to their friends and network
– the comments posted on social networking sites or ecommerce sites
– thoughts/opinions posted by bloggers
– information/comments passed on by the people who work for the company
– reputation of those who are in management of the company (along with the board of directors)
– what your competitors say about your company
– what journalists and media say about your company
– the advertising that the company puts out into the public

Shivam Dhawan on February 01st, 2011 said

Brand is the perception of people or summation of their feelings, towards your products, services or company.

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What Is A Brand? Our Collected Definitions