In class we said that we were not going to settle on a definition of a Brand (big B) just yet. How would you define "Brand"? What does it mean to you as a consumer?
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About Me
- Carol Phillips
- President, Brand Amplitude, and marketing professor, University of Notre Dame.
33 comments:
Brand is the personality of a product, service, or company and the feeling i get when I interact it or think about it and the impression it leaves with me.
Brand is tangible and intangible, it is the embodiment of the values, products, services, promises of a company.
Brand as a consumer means the reason I may spend more, go out of my way to find a product or service, and how I feel when purchasing or using a product or service I purchased. For example, to mean the Nordstrom's brand is the reason I shop at Nordstroms vs. another department store. The Nordstrom's brand represents quality and customer servie, in my opinion.
Brand is the always present feeling I have about a particular product, service, or company. A good brand maintains positive feelings and results in long-term loyalty with its consumers.
For example, I only use Tide laundry detergent. My mother used Tide throughout my childhood and to me, Tide represents a quality product that has been with me throughout my life. Tide detergent has been a reliable, top-quality product found in my household for many years. Although there may be cheaper laundry detergents on the market, I know that Tide will clean and protect my clothes while in the washer. Therefore, I remain loyal to Tide.
A Brand is the combination of the feeling and emotions I associate with a product. It includes the actual logo, look/feel of the product, color schemes, fonts, etc...
A brand also includes the name, personality, identity and value of a product. Most importantly a brand conveys the competitive advantage of a product. When I see a brand (logo) I immediately have a set of emotions and feelings connected with that brand.
As a consumer, Brand represents the negative and positive attributes associated with a product whether through personal use or influenced by other users. These attributes can be based on emotional or tactile connections.
Brand represents a guarantee of a product from the company for which it represents. Past experiences or newly learned expectations of the Brand give it value.
Many times a consumer will decide between purchasing a brand-named product or a private label. Although better technologies or raw materials may very well be in the brand-named product, I would argue that the implicit guarantee of the Brand is many times the driver of a higher asking price. The consumer knows and feels comfortable about what the brand represents and what value it will provide. On the other hand, a private label may cause the consumer to guess or gamble with what the value being provided. This uncertainty drives brand loyalty and recurring sales.
Brand is a word/image/name that triggered the consumer to associate the product with certain idea or emotional connection. A successful brand would boost consumer's confidence and trust. In contrast, indifference is a brand's greatest enemy. Even if a brand invokes negative feelings, it is successful because it made an impact.
A brand is the result of a message communicated by marketers that their product is differentiated from the competition in some way. These differences can be real (e.g. one operating system being less buggy than another) or perceived (e.g. Mountain Dew soda being "extreme").
Brand is the expectation - both tangible and intangible - that a consumer has regarding its associated products or services.
I can't seem to delete or edit my last comment. At any rate, here is a new version after a little more thought:
A brand is defined first by what potential consumers believe about it. It ultimately takes form in the set of expectations that consumers have regarding the brand's associated products and services.
A brand is a personality and story given to a product or group of product that tells you what you can expect. The brand portrays the most important aspects of the product. A brand can evoke many different feelings from the consumer.
A brand is a pledge of what the product offers. It provides an emotional and consistent message to consumers.
A brand is the name associated with the lifestyle people who use the products underneath the brand want to embody. Apple users see themselves as young, hip, and technologically savvy. There is an emotional aspect to every brand that is different for every user and that emotional aspect can be positive or negative.
Brand is the identity of a product. It can create a powerful and lasting impression on the minds of consumers and help ease buying decisions. Users often form a relationship with brands they buy because they like what it stands for. They will typically remain loyal as long as the product meets their needs and expectations.
Brand is the perception consumers have of a particular good, company, or service.
It is also connected to the symbols of a particular company, such as name, trademarks, slogans, logos, colors, etc. I believe brand is one of the key ways a company interacts with consumers and great care must be taken to make sure the brand is inline with the messaging a company wants to project to consumers.
A Brand is the collection of thoughts and emotions that arise when a customer is exposed to or recalls a product or service.
It is the product or service in the eyes of the customer.
Brand is what differentiates a product/service from its competitors.Brand stands for its history, value, reputation, quality, and emotional connection with consumers. As a consumer, I would like to choose a brand which is well-known and trusted by most people. I find brand really make consumers life easier since it simplifies and shortens the decision making process of purchase. Brand can be the peace of mind and can bring a lot of convenience.
Brand is the personality of a company/product. It is perceived by the customer, employee, business partner (and society in general) by the actions, statements and behaviors of the company.
The "brand" of a company or product may be different depending on the stakeholder group.
Brand, to me, means the emotional appeal towards a product, service, organziation, or idea. This emotional appeal results in strong associative connotations, either positive or negative. A brand can be established either intentionally or unintentionally, and therefore it is important for organizations to manage and control their brand message carefully, because if they don't someone else will.
A brand is a collection of characteristics that represent a company. It embodies the quality of its products, being either low or high as well as its consistency. For example, recently on our trip to China, we were happy to see a KFC, not necessarily because of its high quality, but for the similarity of products and services it offered.
Brand is the association of images and immediate thoughts that I have when I think about a particular company or product. It is the result of thousands of encounters with each of a company's products and services.
A brand is a company's identity and reflects their personality and reputation. A brand can create customer loyalty and create pressure for companies to live up to the brand's reputation.
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Love it.Brand is the personality of a product, service, or company and the feeling I get when I interact it or think about it and the impression it leaves with me. Brand Harvest creates a brand management from a functional level to a core focus level.
Great work! Thank you for the information. Keep sharing
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