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  • Writer's pictureemma sargsyan

What is brand || How to make your company to stand out of competitors

What is brand?

A brand 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 and it is what makes the product identifiable and differentiable. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

Brands are often expressed in the form of logos, graphic representations of the brand.

A company's brands and the public's awareness of them is often used as a factor in evaluating a company. Corporations sometimes hire market research firms to study public recognition of brand names as well as attitudes toward the brands.

It all started with brand names, other characteristics were put to use eventually. E.g. Coca-Cola had to include different brand characteristics like – a different bottle shape, the colour (red and white), and an experience of happiness and joy to develop its own identity.

What Is A Brand?

A brand is the combination of properties within and outside a product which gives an identity to the generic product. It cannot be separated from the product.

Imagine if Tide starts producing soft drinks. Will you buy it?

Customers buy a brand. The tangible product is not the only reason customers buy anymore. It’s now an important part of the brand.

Will you buy Coca-Cola, without any label, in a Sprite’s bottle?

The market is full of similar products. To make a product stand out, one needs to assign to it some identification properties. Such identification properties include certain associations like name, logo, color, and many other attributes. These branding attributes give the product a certain personality, certain voice, etc, position the product at some distinctive place in the consumers’ mind, and give them an experience whenever they have contact with the brand.

Here are some key points to define the routine of branding process.

Brand Elements

Brand Association

Brand Name

Brand Attributes

Brand Identity

Brand Image

Brand Personality

Brand Voice

Brand Positioning

Brand Experience

Brand Awareness

Brand Recall

Brand Recognition

Brand Value

Brand Equity

Brand Management

Brand Culture

Brand Promise

Brand Message

Brand Ambassador

Customer touch points

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