Laura Fischer and Jorge Espejo define a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors. A brand can have national, regional or global coverage. A brand's communication, including its package, label and packaging, must be consistent so its image is firmly positioned in consumers' minds. An effective brand story expresses the unique essence of a brand in a way that resonates with its target audience.

2. Laura Fischer and Jorge Espejo define the brand as "a
name, symbolic term or design that serves to
identify the products or services of a seller or group of
sellers, and to differentiate them from the products of
competitors"

3. Brand coverage may be:
National
Regional Global

4. Brand
Package
Lable
Packaging

5. A brand’s communication must
be consistent so that its image
is recorded and positioned in the
minds of its consumers.

6. Brand Story: A brand story is what a company, service or
product stands for in the hearts and minds of its target
audience. It is a collection of verbal, emotional and visual
elements which are used to express the unique essence of your
brand and how it is communicated to the world

9. Thank you