What makes a Brand?

Todays question is- What is a brand, and what makes a brand?

Looking at how a brand connects with a consumer successfully in order to create desire and engage the consumers attention through marketing and advertising. Brands aim to build respect from the consumer which leads to purchases and commitment within the well recognised brand. 

Brands are recognised by their logo, name and product; a trademark may be embellished on the packing of the product or the product itself. During point of sale it is also important that the brand gives excellent service, usually in a retail environment, giving the consumer a memorable positive experience and also keep the promise that a good quality product has been produced from the brand. Life after the sale is also a very important factor in order to gain respect and recognition from the consumer, cause lets face it no one wants a product that will fall apart within a week of purchasing!

Creating a brand ethos is one of the most important things. Nike is an American Sport brand that is recognised worldwide by a simple symbol. Telling a story or having an aspect of the brand that the consumer can confine in is particular important; Nike use motivational terms within branding and advertising as a feel good factor for the costumer, reassuring them they are worthy of the product, and more so the lifestyle reenforced by the brand- in this case Nike.

''A brand is the sum of the tangible and intangible benefits provided by a product or service and encompasses the entire customer experience.'' - Balfour Consulting

There are many aspects to consider when defining a brand. The tangible aspects, printed material used, quality of the product, trademark, visual aspects, people in relation to brand for example the employees in store and face of the brand.  Also considering logistics and senses used in a way that triggers a visual and memorable experience. Also considering the essence behind the intangible aspects. Values of the brand, emotions attached to a brand, ethos, attitudes and brands beliefs; usually through the idea of story telling within the brand. 

''Products are made in the factory, but brands are created in the mind. – Walter Landor''

Now thinking over a few of my favourite brands and considering how the logistics of these particular brand have steered me to respecting these brand so much? Thought of the day…

With Love, DOAFSDO, x