Brand

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Categories: Branding, Marketing
DEFINITION:

Brand

A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify an organisation, a place or space,  a product or service (Kotler, 2016).

CLARIFICATION

Brand is not branding. A brand is a thing (noun). Branding is an action (verb). This is more than just persnickety semantics—it’s about fundamental understanding of a core marketing tool.

Branding (verb) = Creating a Brand vs  Brand (noun) = Marketing Tool

Your brand is the result of the branding effort. Your brand describes who you are and what you do by use of visual identity, verbal dialog and tone of actions. It is utilised for virtually all of your marketing communications. It is how people identify, know and remember you (Hobkirk, 2012).

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NB: The rapid changes that comes from digital technologies, marketing and business mean definitions are forever changing. Please feel free to join the conversation.« Back to Glossary Index

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