Brand. To me the most mystifying word after LOVE. Believe me everyone has its own answer. To quote Walter Landor,
“Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.”
Brand is a promise, a perception, often it is the core of product or service. The process in which a name is recognized, identified and acknowledged in the market.
Factors that impact a brand’s value are
‘ Markets served
‘ Number of separate and distinctive brands
‘ Size of organization
‘ Organization’s reliance on brands
‘ Alignment of divisional responsibilities with organizational responsibilities
‘ Dependency on retailers, brokers, wholesalers, etc. to resell products to end users
Branding a Guide for your journey to Best-Practice process is worth a read.
