The Truth About "Brand"!
Brand is the proprietary visual, emotional, rational, and cultural image that you associate with an organization, product, person or issue.
'organization, product, person or issue'.
Here I'm going to treat them as synonyms - even though an organization may have product brands as well as its own corporate brand. And of course, some organizations have charismatic people who have their own brand.
For marketers and brand managers, this complexity brings many challenges: How do you make all the pieces - and brands - fit together coherently? Should a new brand or product be part of the established structure - with all the brand associations that come with that - or start with a clean sheet and accept that it will take time to build and new brand image.
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Brand is the proprietary visual, emotional, rational, and cultural image that you associate with an organization, product, person or issue.
'organization, product, person or issue'.
Here I'm going to treat them as synonyms - even though an organization may have product brands as well as its own corporate brand. And of course, some organizations have charismatic people who have their own brand.
For marketers and brand managers, this complexity brings many challenges: How do you make all the pieces - and brands - fit together coherently? Should a new brand or product be part of the established structure - with all the brand associations that come with that - or start with a clean sheet and accept that it will take time to build and new brand image.
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