Here are some definitions of a brand:
“The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” Ad agency founder David Ogilvy
“Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.” Walter Landor, one of the greatest of the advertising industry
“A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors” Dictionary of Business and Management
“A trademark or distinctive name identifying a product or a manufacturer” another dictionary
There are many other definitions and I will not develop this subject and talk about brand equity, brand extension, branding, mix, etc … Others have done it many times and much better than I.
I fancy the brand definition found on wikipedia because it points out the essence of a brand as well as its value : the customers, clients, brand lovers, … in other words “us”.
“Brands were originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organisation’s most valuable assets.”
I have the feeling that a brand and me is an indivisible “whole”. Actually, I think that we are the brands we use, drink or drive ; that WE build the brands rather than locked up marketers in their shinny office building.
I even beleive than I’M A BRAND! (actors and actress are, even Paris Hilton is !!!!)
For this reason, Brandinity will place everyone of us at the same level as all these brands that we like.
And at the end of the day, I hope that I’ll be able to have my car (whatever it’s brand) co-branded with my brand (name) : here comes the NEW Alex-BMW !!!
Cheers, talk to U soon.
