What is a Brand?
6 What is a Brand?
Brand: A Mechanical Definition A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors 7 O Copy rights reserved, Zou Deqiang
7 7 © Copy rights reserved, Zou Deqiang Brand: A Mechanical Definition A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
Brand: The Real Definition A brand is also the companys promise to consistently deliver its unique brand benefit to its customers 8 O Copy rights reserved, Zou Deqiang
8 8 © Copy rights reserved, Zou Deqiang A brand is also the company’s promise to consistently deliver its unique brand benefit to its customers. Brand: The Real Definition
Branding and STP Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buvers 9 O Copy rights reserved, Zou Deqiang
9 9 © Copy rights reserved, Zou Deqiang Branding and STP • Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers
What is a Brand? A product is something that is made in a factory, a brand is something that is bought by a customer. A product can be copied by a competitor,; a brand is unique A product can be quickly outdated; a successful brand is timeless S King, WPP Group, London O Copy rights reserved, Zou Deqiang
10 10 © Copy rights reserved, Zou Deqiang What is a Brand? A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless. S. King, WPP Group, London