What is a brand? 7 definitions of Branding
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There is no clear definition in the literature or by experts to what exactly a brand is. Here are the seven most applicable definitions through the years. Ending on the most current one.
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What is a brand? 7 definitions of Branding
- 2. named product The word ‘Brand’ has many uses… trade mark customer belief expectations
- 3. What is a Brand? Curiously, one of the hottest points of disagreement between experts is the definition of a brand. Each expert comes up with his or her own definition, or nuance to the definition. — Jean-Noël Kapferer
- 4. The Pocket Oxford Dictionary of Current English (1934) Brand (noun) Piece of burning or smouldering wood, torch, (literary); sword (poet.); iron stamp used red-hot to leave an indelible mark, mark left by it, stigma, trade-mark, particular kind of goods (all of the best). 2. Stamp (mark, object, skin), with b., impress indelibly (is branded on my memory).
- 5. The Oxford American Dictionary (1980) Brand (noun) a trade mark, goods of a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to label with a trade mark.
- 6. Philip Kotler (1991) A Brand is a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. Book atAmazon
- 7. Marty Neumeier (2006) A Brand is a person’s gut feeling about a product, service, or company. Book atAmazon
- 8. John Grant (2006) A Brand is a cluster of strategic cultural ideas. Book atAmazon
- 9. Design Dictionary - Birkhäuser (2008) A brand is a name, design, or symbol that distinguishes the goods or services of one seller from those of competitors through added value. The brand’s added value is a modern construct of negotiated relations at the center of all exchanges and interactions among consumers, businesses, and marketing climates. Book atAmazon
- 10. Jean-Noël Kapferer (2012) A brand is a name that influences buyers […] what really makes a name become a brand are the saliency, differentiability, intensity and trust attached to these associations. A brand exists when it has acquired power to influence the market. Book atAmazon
- 11. For questions or remarks. @casimirmorreau www.casimirmorreau.com
Editor's Notes
- Which brand did you buy? brand is a named product or service. Which brand shall we use for this new product? brands are trade marks. How will this strengthen or weaken our brand? brand refers to customers beliefs and expectations about products and services sold under a specific trade mark or about the company which provides them; the best term for this is “brand equity”. Brand can refer to an idea as in “The brand name is well-known”. It can represent an item – “I am carrying a branded handbag”, or even “That is a good brand” – referring to the product maker’s reputation.
- The primary source of such information is consumer surveys. Behavioural metrics: What consumers do in relation to brands or products.
- Principles of Marketing by Philip Kotler: Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. Keller (1993) refers to these individual components as a brand’s identity and in totality “the brand”.
- THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: the new definition of brand the five essential disciplines of brand-building
- A brand is a strategic cultural idea, that is, one with an intention behind it. The other point to make about brand ideas being strategic is that they are a means to an end, not an end in themselves. Good ideas start with the realisation of a problem to solve. And much mediocre brand marketing starts with the idea of “advertising the brand” as if it were a business objective in its own right. Give a brand social currency.
- Design Dictionary Perspectives on Design Terminology Birkhäuser
- The New Strategic Brand Management ‘Advanced Insights and Strategic Thinking’ by Jean-Noël Kapferer: Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself.
- Find me on: www.casimirmorreau.com twitter.com/casimirmorreau nl.linkedin.com/in/casimirmorreau