The American Marketing Association defines a brand as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”. The legal term for a brand is a trademark.
On the third anniversary of the maiden set of a school, their course adviser announced that all 25 members of the class will be celebrated for the next 25 days. In those days, he said something unique about every one of them that all of them knew and they responded on the affirmative. Just like human DNA, everyone and every product have a unique feature that no one can copy without fail. Are these features positive? Not every one of them. However, there is a characteristic that separates a personality from others.
Great companies don’t joke with their brands. This tells the difference between a Coca-Cola and the Pepsi brand, a Windows PC and an Apple computer or a Benson & Hedges and St. Moritz. Branding is a way of defining yourself to your competitors, your partners, employees and stakeholders. The secret of the success of companies with Big Hairy Audacious Goals (BHAGs) is the way they position their brands. Amazon founder, Jeff Bezos, posits that your brand is what people say about you when you are not in the room!
For brand developers, Branding is both a science and an art. A science because it entails understanding consumer behavior and art because it is creativity!