A brand is a collection of images and ideas representing
an economic producer; more specifically, it refers to the
concrete symbols such as a name, logo, slogan, and design
scheme. Brand recognition and other reactions are created
by the accumulation of experiences with the specific product
or service, 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, sound which may be
developed to represent implicit values, ideas, and even
brand, and "branding" and brand equity have
become increasingly important components of culture and
the economy, now being described as "cultural accessories
and personal philosophies".
|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.
engaged in branding seek to develop or align the expectations
behind the brand experience, creating
the impression that a brand associated with a product
or service has certain qualities or characteristics
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. This approach does not
only work for consumer goods B2C (Business-to-Consumer),
but also for B2B (Business-to-Business), see Philip Kotler & Waldemar
which is widely known in the marketplace acquires brand
Where brand recognition builds up to
a point where a brand enjoys a critical mass of positive
sentiment in the marketplace, it is said to have achieved
brand franchise. One goal in brand recognition is the
identification of a brand without the name of the company
example, Disney has been successful at branding with
their particular script font (originally created for
Walt Disney's "signature" logo),
which it used in the logo for go.com.
equity measures the total value of the brand to the brand
owner, and reflects the extent of brand franchise.
The term brand name is often used interchangeably with "brand",
although it is more correctly used to specifically denote
written or spoken linguistic elements of a brand. In this
context a "brand name" constitutes a type of
trademark, if the brand name exclusively identifies the
brand owner as the commercial source of products or services.
A brand owner may seek to protect proprietary rights
in relation to a brand name through trademark registration.
act of associating a product or service with a brand
part of pop culture. Most products have some
kind of brand identity, from common table salt to designer
clothes. In non-commercial contexts, the marketing of
entities which supply ideas or promises rather than
services (e.g. political parties or religious organizations)
may also be known as "branding".
Consumers may look on branding as an important value added
aspect of products or services, as it often serves to denote
a certain attractive quality or characteristic. From the
perspective of brand owners, branded products or services
also command higher prices. Where two products resemble
each other, but one of the products has no associated branding
(such as a generic, store-branded product), people may
often select the more expensive branded product on the
basis of the quality of the brand or the reputation of
the brand owner.
spokespersons have also become part of some brands,
for example: Mr. Whipple of Charmin toilet tissue
and Tony the Tiger of Kellogg’s.
Branding a small business
is essentially the same thing as a larger corporation,
the only differences being that small businesses usually
have a smaller market and have less reach than larger brands.
Some people argue that it is not possible to brand a small
business, however there are many examples of small businesses
that became very successful due to branding. Starbucks
is one company that used almost no advertising and over
a period of ten years developed such a strong brand that
the company went from one shop to hundreds.
a customer service driven company and we rely
on exceeding your expectations in quality,
reliability and solutions for your vehicle
and storefront needs.
want to be a company that people talk about when
the subject is brought up. Your feedback is our
window of opportunity to improve in these fields
and even exceed our own expectations of what
a companys responsibility is to it's customers.
number one goal is to help you see the potential
within your product or services to your customers
and that you are a company to be reckoned with.
What a wonderful paradox...wouldn't you agree?
consistent advertising with vehicle
graphics is just smart business and will always
be working for you...no matter what. No matter
when. No matter where, and if the message is
clear, your customers will always know why.