Brands and branding have two traditional definitions, which are often confused:
  • A brand is the representation of the product: something that identifies it in a recognizable way. This could be a name, a logo, colors, writing style, or other media forms such as sound marks. 

  • A brand is the product’s reputation, which creates certain customer expectations about the product. In other words, once customers recognize the brand representation (definition #1), they also project specific attributes onto the product — maybe that it will be high quality, healthy, or allow them to be seen as trendy or fashionable.

Evolved definitions and the rehearsal of, visuals, tone and  your favourite brand, a story about pirates. Worth a read.

Brand is experience in the Digital Age, a short written essay by Kate, at Nielsen

Mood: Currently listening to

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