Know-How Exchange : Student Questions

hi mirko,

i did a google search and found almost a million sites that have a definition of a brand:

https://www.google.co.nz/search?q=definition+of+brand&sourceid=mozilla-sear...

here are some past questions:

https://www.marketingprofs.com/ea/qst_question.asp?qstID=3452
https://www.marketingprofs.com/ea/qst_question.asp?qstID=3858

have a nice day

Carl Crawford

Mirko,

we just covered this exclusively on 11-4-04 about a week back...read this

https://www.marketingprofs.com/ea/qst_question.asp?qstID=3858

also to up to the search section and get more than you can shake a stick at. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

A brand is a promise -- a promise that you'll deliver certain important benefits every time, the same way, consistently. If you keep your promise, you'll have a strong brand. If you don't, you won't.

Don't confuse branding with a name and a logo. Those are like the title of a book. They are important, but they are not the same as the essence of the book (or the brand).

You need to identify all the ways your customers touch your brand, and ensure that the communication and the experience are the same, time after time, for each contact. Once someone has tried your brand, the product/service itself will become more important, so it's part of the "brand" too. Branding involves virtually every aspect of a business and certainly all the marketing mix elements.