WHAT IS A BRAND?
A brand is a customer’s gut feeling about a
product, service or company.
“It is not what you say it is. It is what THEY
say it is.”
A charismatic brand is a brand for which
people believe there is no substitute.
A COUPLE MORE DEFINITIONS
Branding is the discipline of empowering a
company’s product or service with the essence
of the brand
Brand equity is the added value endowed on
products and services, which may be reflected
in the way consumers, think, feel, and act
with respect to the brand.
Building brand equity starts with the
identification of a brand promise or mantra
A brand promise is a short 3-5 word
expression of the most important aspects
of the brand and its core values (e.g.,
“serve the athlete”)
Who are we?
What do we do?
Why does it matter?
THE BRAND PROMISE
Brand equity is created through the generation of
awareness and positive associations in the
minds of consumers
Brand elements (logo, slogans, names, URLs,
BUILDING BRAND EQUITY