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).
REFERENCES:
- Kotler, P., Keller, M., Goodman, T. and Hansen, T. (2016) Marketing Management. 3rd edition. pp.883
- Hobkirk, K., (2012) The important differences between brands and branding [Online] Available: http://trainofthought.net/branding/the-differences-between-brands-and-branding-355/ [Accessed: 22 October 2108].
