Brand is an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer. Brands are used in business, marketing, and advertising. it is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A name is the name of the distinctive product, service, or concept. Name brands are sometimes distinguished from generic or store brands. Branding is the process of creating and disseminating the name.
Components of a Brand
Brand identity is a separate category from the image, Identity is the message the consumer receives from the product, person, or thing. The identity will connect product recognition. identity should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self-expressive benefits.
Brand image The impression in the consumers’ mind of a brand’s total personality. the image is developed over time through advertising campaigns with a consistent theme and is authenticated through the consumers’ direct experience. the image is related to how it is currently perceived by consumers.
Brand character can be defined as the set of human attributes and characteristics associated with the brand giving it a unique personality and recognition in the market and in the minds of the consumers. it is related to its internal constitution, how it is perceived in terms of integrity, trustworthiness, and honesty.
Brand culture is a company culture in which employees “live” to values, to solve problems and make decisions internally, and deliver a branded customer experience externally. it is about the system of values that surround it much like the cultural aspects of a people or a country.
Brand personality is a set of human characteristics that are attributed to a name. A personality is something to which the consumer can relate. an effective increases its equity by having a consistent set of traits that a specific consumer segment enjoys. It includes such characteristics as gender, age, socioeconomic class, as well as human personality traits such as warmth and sentimentality.
Brand essence is the core characteristic. It is an intangible attribute that separates your brand from your competition’s by your audience. It is emotional and based on feelings. An essence is intangible for your audience, unique to it and, most importantly, reliable. it represents the emotional elements and values. Essence should be part of a long-term positioning that does not change with every communication.
Brand positioning describes how it is different from its competitors and where, or how, it sits in customers’ minds. A positioning strategy involves creating associations in customers’ minds to make them perceive it in a specific way. The goal is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with it that is distinct from the rest of the marketplace.
Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Companies can create equity for their products by making them memorable, easily recognizable, and superior in quality and reliability. Mass marketing campaigns also help to create equity.