Question

Topic: Branding

What Is Branding? What Is Your Definition?

Posted by shrinivas.ayyar on 6/19/2010 at 11:49 PM ET 125 Points
We all know it is not a logo or a product or service? But what is it? Is it a promise? An experience? What is your personal definition of a brand and branding?
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RESPONSES

  • Posted by Gail@PUBLISIDE on 6/20/2010 at 12:01 AM Accepted
    Branding is everything you suggested. Logos are part of brands...your service to customers make up the brand, as well. A customer's experience makes up the definition of a brand. You must do your best to make sure that your brand is defined positively in the product, service and experience you provide from the minute someone sees your logo to long after the purchase.
  • Posted by shrinivas.ayyar on 6/20/2010 at 12:39 AM Author
    You're absolutely right Gail. Experience is indeed an integral element of branding. Thanks for your response.
  • Posted by shrinivas.ayyar on 6/20/2010 at 12:39 AM Author
    You're absolutely right Gail. Experience is indeed an integral element of branding. Thanks for your response.
  • Posted by shrinivas.ayyar on 6/20/2010 at 10:39 PM Author
    Correct Phil. Brand is indeed the perception. It is what consumers say and feel. Thanks.
  • Posted by Peter (henna gaijin) on 6/20/2010 at 10:40 PM Accepted
    Customer's perception of the product, service, or company is the brand. Logos and such are just a small part.

    The fact that BP changed to a logo that looked like a sun might have made a minor impact on the BP band, but the oil spill and the company's response is having a much larger impact.
  • Posted by shrinivas.ayyar on 6/20/2010 at 10:41 PM Author
    Thanks Sharkwriter. I love this discussion. You guys are right in pointing out that a brand is the result of an experience. Great going.
  • Posted by shrinivas.ayyar on 6/20/2010 at 10:43 PM Author
    Apt observation Peter. A brand is what it does. The BP example is good to illustrate how companies act in a crisis. Because that can indeed impact the brand influence.
  • Posted by shrinivas.ayyar on 6/21/2010 at 2:06 PM Author
    Good perspective WMMA. You are indeed taking this definition further.
  • Posted on 6/22/2010 at 12:06 PM Accepted
    I think Branding is the philosophy of changing minds.
    Through proper tracking of brand's worth, marketers can increase their brand's equity that will leads to increase overall brand's image as well as company's goodwill.

    Rranding is the process of measuring customers' positive associations related with brand. there must be followed an out-side-in approach. First search and analyze customers needs and demands then develop strategies according to that.
    Branding is not limited to logoes, slogans, names, smybols....these are brand elements and important for making brand's awareness and for brand positioning.

    You can learn more about branding and how I take this - as a philosophy of changing minds
  • Posted by shrinivas.ayyar on 6/24/2010 at 12:15 AM Author
    Thanks Fahiem for the response. It has been a very heartening discussion with all of you contributing to the answer.
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