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After all What is a brand?


During my post graduation days, the one topic which really got my interest was Brand Management. I remember the first day of my Brand Management class the faculty addressed the class with a question "What is a BRAND"?

The answer was more of a bookish definition. Before I share what a brand means to me let me first share what some great marketing gurus have to say about BRAND.

A 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 the competitor - Phillip Kotler

A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” - David Ogilvy

“A brand is a singular idea or concept that you own inside the mind of a prospect.” - Al Ries – Author of Positioning: the Battle for Your Mind

“A brand is essentially a container for a customer’s complete experience with the product or company.” - Sergio Zyman, Author of The End of Advertising As We Know It

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another - Seth Godin

A brand can be broadly classified into three types:

1) Product Brand

2) Service Brand

3) Personal Brand

The way I define brand is It is the sum total of experiences one has with a product or service of a company.

P.S: A brand is definitely not Russell Brand :p

#Branding #Marketing #Dubai #MBA

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