Define: Brand

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A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. 

Source: Seth Godin

A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the brand, something that might mark the brand’s existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.

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Brand Personality

The psychological cues and less tangible desirable facets of a well-presented brand 

Brand Attributes

The bullet-point specific benefits to the customer from purchasing or using the brand

Brand Mark

The element of a brand that cannot be spoken – often a symbol or design 

Brand Name

That part of a brand that can be spoken, including letters, words and numbers

Trade Name

The full and legal name of an organization

Trademark

Legal designation indicating that the owner has exclusive use of a brand 

 

 

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Brand Equity

The marketing and financial value associated with a brand’s strength in a market, which is a function of the goodwill and positive brand recognition built up over time, underpinning the brand’s sales volumes and financial returns

Brand Strength

A function of the product’s attributes and functionality, its differentiation, plus any demonstrable added value to the purchaser or user 

Brand Values

The emotional benefits and less tangible identifiers attached to the brand inside the organization, providing reassurance and credibility for employees and indirectly targeted consumers or business customers 

Successful Brands

Brands for which a company must prioritize quality, offer superior service, get there first, differentiate brands, develop a unique positioning concept, have a strong communications programme and be consistent and reliable 

Brand Loyalty

A strongly motivated and long-standing decision to purchase a particular product or service 

Brand Insistence

The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute 

Brand Preference

The degree of brand loyalty in which a customer prefers one brand over competitive offerings 

Brand Recognition

A customer’s awareness that a brand exists and is an alternative to purchase

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Related Terms

Brand Extension Branding Using the leverage of a well known brand name in one category to launch a new product in a different category. Corporate Branding Corporate branding is the practice of using a company’s name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word “Disney” in the name of many of its products; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer. Source: Mashable Dynamic Branding Dynamic Branding is an identity that can be changed, but has a basic element that always remains the same. Whether it is the word-mark, text/word itself, colors, or shape; the brand is still recognizable. Dynamic Branding is a way of giving your identity a fresh look without completely changing the identity. You are able to connect to everything; you can change the logo in relation to the seasons, change it for a special occasion, etc. Dynamic Branding has proved to be successful a number of times, but it does not work well for every company.  Source: OtherFocus   [/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”1_2″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left”]

The Challenge

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The Solution

Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor, leo felis vehicula quam, ut accumsan augue nunc at nisl. Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor, leo felis vehicula quam, ut accumsan augue nunc at nisl.[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fullwidth=”on” specialty=”off” background_color=”#ffffff” inner_shadow=”off” parallax=”on”][et_pb_fullwidth_slider admin_label=”Fullwidth Slider” show_arrows=”on” show_pagination=”on” auto=”off” parallax=”on”][et_pb_slide heading=”Complete Corporate Identity” background_image=”http://elegantthemesimages.com/images/premade/d2-placeholder-1920.jpg” background_color=”#ffffff” alignment=”center” background_layout=”dark” /][et_pb_slide heading=”We Rethought Everything” background_image=”http://elegantthemesimages.com/images/premade/d2-placeholder-1920.jpg” background_color=”#ffffff” alignment=”center” background_layout=”dark” /][/et_pb_fullwidth_slider][/et_pb_section][et_pb_section fullwidth=”off” specialty=”off” background_color=”#353535″ inner_shadow=”off” parallax=”off”][et_pb_row][et_pb_column type=”1_4″][et_pb_number_counter admin_label=”Number Counter” title=”Corporate Rebranding” number=”70″ percent_sign=”on” background_layout=”dark” counter_color=”#2ea3f2″ /][/et_pb_column][et_pb_column type=”1_4″][et_pb_number_counter admin_label=”Number Counter” title=”Website Redesign” number=”30″ percent_sign=”on” background_layout=”dark” /][/et_pb_column][et_pb_column type=”1_4″][et_pb_number_counter admin_label=”Number Counter” title=”Day Turnaround” number=”60″ percent_sign=”off” background_layout=”dark” /][/et_pb_column][et_pb_column type=”1_4″][et_pb_number_counter admin_label=”Number Counter” title=”Amazing Result” number=”1″ percent_sign=”off” background_layout=”dark” /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fullwidth=”off” specialty=”off” background_color=”#2ea3f2″ inner_shadow=”off” parallax=”off”][et_pb_row][et_pb_column type=”1_2″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” height=”90″ /][et_pb_text admin_label=”Text” background_layout=”dark” text_orientation=”left”]

Mobile Site Boosted Sales By 50%

[/et_pb_text][et_pb_blurb admin_label=”Blurb” title=”Mobile Refresh” url_new_window=”off” use_icon=”on” font_icon=”” icon_color=”#ffffff” use_circle=”off” circle_color=”#2caaca” use_circle_border=”off” circle_border_color=”#2caaca” icon_placement=”left” animation=”right” background_layout=”dark” text_orientation=”left”]The Challenge Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor[/et_pb_blurb][et_pb_blurb admin_label=”Blurb” title=”Rebuilt From the Inside Out” url_new_window=”off” use_icon=”on” font_icon=”” icon_color=”#ffffff” use_circle=”off” circle_color=”#2caaca” use_circle_border=”off” circle_border_color=”#2caaca” icon_placement=”left” animation=”right” background_layout=”dark” text_orientation=”left”]The Challenge Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor[/et_pb_blurb][et_pb_blurb admin_label=”Blurb” title=”Extensive Demographic Studies” url_new_window=”off” use_icon=”on” font_icon=”” icon_color=”#ffffff” use_circle=”off” circle_color=”#2caaca” use_circle_border=”off” circle_border_color=”#2caaca” icon_placement=”left” animation=”right” background_layout=”dark” text_orientation=”left”]The Challenge Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor[/et_pb_blurb][/et_pb_column][et_pb_column type=”1_2″][et_pb_image admin_label=”Image” src=”http://elegantthemesimages.com/images/premade/mobile-lockup.png” url_new_window=”off” animation=”left” show_in_lightbox=”off” /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fullwidth=”off” specialty=”off” background_color=”#353535″ inner_shadow=”off” parallax=”off”][et_pb_row][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” height=”60″ /][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”1_2″][et_pb_counters admin_label=”Bar Counters” background_layout=”light” background_color=”#2e2e2e”][et_pb_counter percent=”80″]Mobile Sales[/et_pb_counter][et_pb_counter percent=”50″]Website Traffic[/et_pb_counter][et_pb_counter percent=”75″]Conversion Rate[/et_pb_counter][et_pb_counter percent=”60″]Email Subscribers[/et_pb_counter][/et_pb_counters][/et_pb_column][et_pb_column type=”1_2″][et_pb_cta admin_label=”Call To Action” title=”The Results Were Amazing” button_url=”#” button_text=”Live Project” use_background_color=”off” background_color=”#2ea3f2″ background_layout=”dark” text_orientation=”left”]Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor, leo felis vehicula quam, ut accumsan augue nunc at nisl. Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor, leo felis vehicula quam, ut accumsan augue nunc at nisl.[/et_pb_cta][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” height=”60″ /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fullwidth=”on” specialty=”off” inner_shadow=”off” parallax=”off” background_color=”#2e2e2e”][et_pb_fullwidth_portfolio admin_label=”Fullwidth Portfolio” fullwidth=”on” show_title=”on” show_date=”off” background_layout=”dark” auto=”off” title=”Related Case Studies” /][/et_pb_section]