While marketers own the brand mark, control how the brand expresses itself, and decide which products the company might offer, it’s the people who decide what the brand expression means and whether it fits with their cultural identity.

********************************************* What is your understanding of a brand? How would you define what a “brand” is? …………………………………………………. …………………………………………………. …………………………………………………. ………………………………………………….

shortest answer is that branding is the necessary precursor to marketing. A brand is built on internal attributes that don’t change, such as a company’s values or vision. Branding is the construction of a company’s brand.

A brand is a shorthand for the customer’s expectations.

The meaning of a brand is its most precious and irreplaceable asset. Whether you’re selling a soft drink or a presidential candidate, what your brand means to people will be every bit as important as its function—if not more so—because it is meaning that tells us “this one feels right” or “this one’s for me.” Meaning speaks to the feeling or intuit

BRAND IMAGE You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. The personality of a product is an amalgam of many things – its name, its packaging, its price, the style of its advertising, and, above all, the nature of