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Brand Equity

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A brand is not a name. A brand is not a positioning statement. It is not a marketing message. It is a promise made by a company to its customers and supported by that company. If that promise is kept, it creates a consumer preference. A brand is more than just an icon, a logo, a mission statement, an advertisement. Branding is a system of visuals and words that combine to represent a product, service, or organization in the mind of a consumer. A brand is something like a flag, you see the flag of a familiar nation and you immediately associate it with that nation. The same happens with brand markings; every time you see the familiar symbols and words that make up the brand identities of Coca-Cola, McDonald's, Apple, Sony, IBM, etc., they trigger responses based on all the experiences you have had with the products and companies that display these marks. A company may be armed with all the statistics and facts as to why their product or service is superior - but if it doesn’t have an image, a personality for the audience to connect with - their message falls flat. What you are selling is always more than the product/service. It's a personality, a face with which your target customers want to do business. Thus, the success of branding lies in truly understanding who you are and who your target audience is. The word "brand", when used as a noun, can refer to a company name, a product name, or a unique identifier such as a logo or trademark. Brands are often expressed in the form of logos, graphic representations of the brand. In computers, a recent example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's microchips. Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much, much more than just creating a way to identify a product or company. Branding today is used to create emotional attachment to products and...

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