Description
Some have said that a brand is a promise. What does that mean and why is having a strong brand an advantage to a company and to the consumer?
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Explanation & Answer
The words brand and branding are thrown around liberally by all sorts of people in different contexts and with different meanings in mind, so it may help to start by asking: what exactly is a brand?
The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organization.
These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For example, a poor press review for a new product might harm the product manufacturer’s overall brand by placing negative associations in people’s minds.
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