The Cambridge Dictionary defines a brand as “a makers mark or name or trademark”. The official marketing definition of a brand, as per The American Marketing Association , is: “A name, term, design or symbol that identifies one sellers product or service as distinct from those of other sellers”.
Both definitions are true, but they are simplified versions of what brands have become in today’s world. Over time, the association of a name or trademark to a unique product, service or other value proposition expands to encompass what the consumer thinks about the branded entity.
Brand is a complex phenomenon. The evolving, multidimensional nature of brands lends itself to interpretation, and for that reason experts have not been able to agree on a single definition. David Ogilvy, widely considered as “the Father of Advertising”, coined a simple, complete definition :
“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.”
Brands mean different things to different people. Multiple brand authorities have expressed their own definitions for what a commercial brand is or represents. Here we share the definitions of various distinguished marketing gurus.
David A. Aaker author of Building Brands and nine other bestselling books on brands, defines a brand as “A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service…”
Seth Godin, entrepreneur, digital marketing authority, best-selling author, and speaker, says: ”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.”
“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”.
Brand is the sum total of how someone perceives a particular product, service or organization. Ashley Friedlein - Econsultancy
Le Mercator defines a brand as: “A name and collection of distinctive design elements that have the power to give meaning to products and create a perception of value for consumers, as well as economic value for the business.
What can be agreed upon is that the concept of what a brand is has expanded over time and will continue to evolve , as businesses seek to better understand the role of the brand in purchase decisions and how to best quantify what make some brands more value than.
תגובות