The document discusses different types of brands, including:
- Product brands for fast moving consumer goods (fmcg) and big ticket items, which vary in cost, purchase process, customization options, and research required.
- Service brands, which are more complex to build due to their intangible nature and delivery directly through employees across locations.
- The balance of control a brand owner has over influencing perceptions, which can come from direct marketing, indirect experiences, or outside factors beyond their control.