The document discusses the key requirements and definitions of logos, brands, and products. It states that to build trust between a brand and consumer, there needs to be a common identity and point of difference between brands. A brand is defined as the personification of a product or company that maintains its core character over time as its product matures. Meanwhile, a product is defined as something made in a factory, while a brand incorporates trust and relationships rather than being a single object.
2. Three Key Requirements Build trust between Brand and Consumer Common identity between Brand and Consumer Point of difference between Brands in a set
3. Brand Definition: A brand is the ‘personification’ of a product, service or even an entire company. Like any brand has a physical ‘body’ like a person, a brand must mature and change its product over time. But it’s character, and core beliefs shouldn't change.
4. Product Definition: A product is something that is made in a factory; a brand is something that is made up of trust and relationships. A product is an object; a brand is a personality. A product is sold by a merchant; a brand is bought by a customer. A product can be easily copied by a competitor; a brand is unique.
