Brand Definition

Q: What is a brand?

A: Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced.

Importantly, brands enable a buyer to easily identify the offerings of a particular company. Brands are generally developed over time through: Once developed, brands provide an umbrella under which many different products can be offered--providing a company tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace.