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
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
