Brand Defined

According to the American Marketing Association (AMA), brand is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition." Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product or service, he or she has created a brand.

The Power of a Brand

Marketing is not a battle of products, it's a battle of perceptions. The power of a brand lies in what resides in the minds of customers - what they learned, felt, seen, and heard about the brand as a result of their experiences over time.

Strategic Brand Management

"Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity."¹ These concepts and techniques are to improve the long-term profitability of your brand strategies.

Brand Equity

"Brand equity relates to the fact that different outcomes result from the marketing of a product or service because of its brand name or some other brand element that if that same product or service did not have that brand identification."¹ It represents the marketing effects uniquely attributable to the brand and the added value endowed to a product or service as a result of past investments in the marketing activity for a brand. "Brand equity serves as the bridge between what happened to the brand  in the past and what should happen to the brand in the future."¹ ...More